Uber and other ride-hailing services to add in-car advertising screens – Driver support

In a hearing held by the New York City Taxi and Limousine Commission (TLC) on Wednesday (August 14), discussions revolved around the possibility of introducing advertisement screens similar to the ones found in traditional yellow cabs into rideshare vehicles like Uber and Lyft, as well as how to enable drivers to collect tips through tablets. Drivers present at the hearing expressed excitement about the prospect of in-car advertising, seeing it as a potential avenue to increase their earnings.

Last December, a law was passed by the City Council requiring TLC to permit advertisements in Uber and Lyft vehicles, with drivers entitled to 25% of the revenue generated from all ads displayed on in-car screens.

During the hearing, a driver named Arakan Salami shared his experience, stating that he has been driving for Uber since 2017. He highlighted how recent changes in ridesharing technology, such as Uber and Lyft’s “Lock Out” feature, have caused a 50% decrease in his income, forcing him to work 14 to 16 hours a day to make ends meet. Hence, he voiced his support for the in-car advertising initiative.

“I absolutely support the idea of generating income for drivers through advertisements and hope to see external ads in rideshare vehicles in the future,” Salami said. “Additionally, currently only one small screen per vehicle is allowed; I propose installing multiple screens to reach a wider audience.”

TLC intends to establish a timetable for the implementation of the in-car advertising program after finalizing regulations later this year. The latest proposal from the organization involves requiring approval and development of all tablets by the city’s Office of Technology and Innovation, which will also set content standards for advertisements.

Furthermore, one rule regarding the screens stipulates that explicitly requesting tips from passengers on the tablet is not allowed; this feature is currently only available through the Uber and Lyft smartphone apps, leading to criticism from supporters of the legislation.

Driver Salami suggested that tips should be processed through the tablet to enhance transparency, as many drivers claim they do not receive the exact tip amounts.

TLC Commissioner David Do promised to “redesign” the rules before finalizing the relevant requirements.

Following the conclusion of the hearing, TLC spokesperson Jason Kerstens mentioned the agency’s commitment to incorporating a method in taxi vehicles that allows for tipping through tablets without the need for additional credit card readers.