Activists spreading messages against ‘excessive consumerism’ were spotted covering digital advertising signs in Reading town centre on Black Friday.

Black Friday is an annual shopping event that originates in the USA where retailers slash prices and do deals in an effort to entice customers.

The day has since spread to other Western countries and globally, with all sorts of retailers providing deals to shoppers.

However, Black Friday has been opposed by activists including those in Reading, who were seen covering digital adverts in Broad Street today (Friday, November 24).

The coverings had messages stating ‘it’s not a bargain if you don’t need it’ and ‘save 100 per cent by not buying anything’.

At one point, the activists could be seen talking with two police officers.

Reading Chronicle: Digital screens covered by activists in Reading town centre.Digital screens covered by activists in Reading town centre. (Image: James Aldridge, Local Democracy Reporting Service)

The activists conducted the operation as part of the ‘ZAP Games’, which involves hijacking and covering advertising.

ZAP stands for Zone Anti-Publicité, or ‘anti-advertising zone’ in French, with the ‘games’ originating in Brussels in 2020.

The event is held by Subvertisers International with campaign group Adfree Cities, which calls for advertising to be publicly owned and replaced with artwork.

Reading Chronicle: Digital screens covered by activists in Reading town centre.Digital screens covered by activists in Reading town centre. (Image: James Aldridge, Local Democracy Reporting Service)

A spokesperson for the Zap Games group said: “Adfree Cities are running a campaign to get local councils to turn off the digital advertising at night to at least save energy overnight.

“I think that is something really worthwhile and something very small to get behind. I’m hoping local we’ll be able to work on that.”

The activists packed up the black sheet covers by around 2.45pm.

ZAP Games participants in Reading already hit advertising at bus stops in the town in the run-up to Black Friday, which has since been removed.

Affairs in the town centre are managed by the Business Improvement District (BID) and Reading’s Economy & Destination Agency (REDA).

Responding to the campaign, Nigel Horton Baker, the chief executive of REDA, said; “REDA and Reading BID have no powers to control the current proliferation of digital screens in the town centre.

“We are currently opposing a proposal for a large digital screen in Broad Street on the scale of the one on Reading Station forecourt, which we believe will have a detrimental impact on the town centre.

“The run up to Christmas is the most important time of year for Reading town centre businesses and the many local people they employ.  REDA and Reading BID are working hard to make the town centre a more attractive alternative to online shopping this Christmas.”

Separately, messaging from right-wing group the Hundred Handers and Join the White Rose was also spotted on lamp posts in Broad Street on Black Friday.