RTD to restrict advertisements on bus and train windows

The agency’s Board approved a policy update focused on enhancing the customer experience

RTD's Board of Directors took action Tuesday night to prohibit placing advertisements on the windows of buses and trains.

The Director-initiated action, which was approved by a 9-4 vote, follows a multi-year push from customers and transit advocates in the Denver metro area to restrict advertising that covers windows. The policy update will apply to advertising agreements entered into after Jan. 1, 2026. Buses and trains that currently have advertising wraps that cover a portion of a vehicle’s windows will remain intact until their individual agreements end. As of Tuesday’s meeting, a total of 48 commuter rail vehicles, 128 light rail vehicles, and 493 buses have advertisements that include varying levels of window coverage. The agency’s advertising guidelines previously prohibited advertisements on the front of vehicles, as well as the driver and operator side windows.

Prior to the policy amendment being considered by RTD’s Board, Director Brett Paglieri, District M, spoke in support of the action as one of its three sponsors. “I am bringing this forward to take us towards a better customer experience,” he said. “I want to highlight our image as a trustworthy, customer-first brand. Prohibiting advertising on windows contributes to a better rider experience on every journey.”

For several years, RTD has explored making updates to its advertising policy, from increasing to decreasing allowable space for paid advertisements. In the past, RTD expanded its on-vehicle advertising program to also allow digital advertising on screens at rail stations and select bus stops. Prior to the end of the year, digital advertising will also be phased out as the agency focuses on enhancing customer amenities and improving how travel and schedule information is presented on screens.

Between April and September of this year, vehicle wraps that included some portion of window coverage accounted for approximately $786,000 in gross advertising revenue. That amount reflects 42% of the total gross advertising revenue collected during that six-month period. Advertising revenue received from the on-vehicle program is used to support RTD’s general operations.

An open solicitation is currently underway to select a third-party contractor to manage RTD’s on-vehicle advertising program.