Budapest’s city council believes political obstacles to removing large advertising billboards have been overcome, citing urban aesthetics and traffic safety concerns. However, experts suggest the ban may inadvertently strengthen the position of existing dominant companies in the advertising market. These companies, including those with ties to the NER (National Economic Cooperation System – a term often used in reference to businesses close to the Hungarian government) and international firms, are best positioned to adapt to the new regulations. The removal of numerous billboards could concentrate advertising spend towards remaining, strategically located displays, increasing their value. This could lead to higher advertising costs and reduced competition. The council maintains the changes prioritize public interests, but critics argue the outcome may favor established industry leaders. The long-term impact on smaller advertising businesses remains uncertain.