Two proposed electronic signs in Mississauga have raised safety concerns due to their potential to distract drivers near busy highways.
City reports presented to the Planning and Development Committee detail applications for two entirely electronic changing copy ground signs in different areas of Mississauga. Unlike traditional signs where only a portion features electronic displays, these signs would be fully digital, allowing the entire display to change.
The first proposal involves an Esso gas station at 6501 Goreway Drive, near Pearson Airport and Highway 427. The sign is planned to have a face area of 46.50 square metres (500.5 square feet) and stand 16.8 metres (55 feet) tall. These dimensions significantly exceed the current bylaw limits, which permit a maximum face size of 20 square metres and a height of 7.6 metres.
Located adjacent to Highway 427, the proposed sign’s height would make it visible from the elevated highway. However, city staff have recommended rejecting the proposal, citing concerns that it could distract drivers and potentially lead to dangerous situations on the highway.
“If approved, this sign could set a precedent, leading to more distractions along the highway if other property owners follow suit,” the staff report warns. “The sign’s face area and height are excessive.”
The second proposal involves a ground sign with a fully electronic changing display at Sheridan Mall, located at 2225 Erin Mills Parkway. However, this sign has already been installed, prompting a complaint to the city in December 2023. The mall owner is now seeking a variance after the fact. Currently, the sign appears to advertise content associated only with the shopping mall.
City staff have also recommended rejecting this application. The sign bylaw allows for ground signs with a maximum of 50 percent electronic changing copy. Moreover, the sign’s proximity to residential areas and major traffic signs violates the bylaw, which requires a minimum distance of 120 metres from a major traffic sign and 250 metres from a residential neighborhood.
Both sign proposals will be discussed at the Planning and Development Committee meeting scheduled for September 3 at 6 PM.