Seoul will introduce regulatory guidelines to dim large digital billboards after mounting complaints that excessive brightness is causing glare for drivers, according to a Times of India report published on April 3, 2026. The announcement from 서울시 responds directly to public safety concerns and widespread unease about nighttime advertising intensity in the city center.

The recent proliferation of giant screens showing K-pop stars and eye-catching 3D content has made Seoul’s streets a social media sensation, but that visibility has come at a cost. Following the designation of certain areas as advertising free zones, installations accelerated, and available reports indicate that the rise in displays has generated thousands of complaints from residents and road users frustrated by glare and distraction.

City officials framed the new guidelines as a corrective measure meant to curb what some had billed as an effort to outshine New York’s Times Square. That ambition—of producing a downtown spectacle even brighter than Times Square—has effectively been put on hold as regulators prioritize safety and livability over ever-increasing luminance.

The move has attracted attention beyond Korea, with recent coverage appearing across international outlets. Observers note that the tension in Seoul reflects a broader urban challenge: how to balance the commercial and cultural benefits of large-scale digital advertising with concerns about traffic safety, visual pollution, and the nighttime environment.

Details of the new brightness limits and enforcement mechanisms were not specified in the provided source notes, so it remains unclear exactly how strict the rules will be or how quickly they will be implemented. For now, the policy signal from 서울시 makes clear that advertisers, screen operators, and residents should expect a period of adjustment as the city seeks to temper glare while preserving the vibrant character of its nighttime streets.