EFEKTIVITAS PENYELENGGARAAN PERIZINAN REKLAME DI KOTA SURABAYA

Abstract

This study is motivated by the continued occurrence of violations in billboard administration in Kota Surabaya despite the issuance of the latest regulation through Mayor Regulation Number 107 of 2024 concerning Billboard Administration. This condition indicates that the implementation of licensing and supervision policies has not been fully effective. The main issues are reflected in the lack of optimal coordination between the Dinas Penanaman Modal dan Pelayanan Terpadu Satu Pintu and the Satuan Polisi Pamong Praja Kota Surabaya, limited supervisory capacity, and the low level of business compliance with licensing requirements. This study aims to analyze the effectiveness of billboard licensing administration and to identify inhibiting factors as well as improvement efforts in its implementation. This research employs an empirical legal method with a qualitative approach. Data were collected through interviews with relevant institutions, document analysis, and a review of applicable laws and regulations. The analysis applies the theory of legal effectiveness and policy implementation to assess the alignment between regulatory norms and actual practices. The findings reveal that the implementation of billboard licensing remains suboptimal due to limited human resources, lack of integrated licensing data systems, and weak field supervision. Nevertheless, the latest regulation provides a clearer procedural and enforcement framework. In conclusion, improving the effectiveness of billboard administration requires strengthening inter-agency coordination, optimizing electronic licensing systems, and enhancing legal awareness among business actors to achieve orderly administration and legal certainty