Since my time working in the out-of-home industry was recently put to an end, I thought I’d answer one of the most common questions I’d get: what can’t you put on a billboard? The answer is almost as nebulous as the question itself. Let’s take a look at a billboard that was recently taken down.

This controversial billboard (pictured above) was recently taken down in Columbus, Ohio. It features an elderly woman in a spacesuit, holding a helmet in one hand and a gun in the other. The text on the billboards reads, “It’s my birthday, b*tch.”

It was purchased by social media and viral video star, Ross Smith. The woman on the billboard is Ross’s grandmother, who frequently appears in his videos. According to Ross, the billboard was supposed to be a birthday present for his grandma and its intent was to mock the “Storm Area 51” movement.

After the mass shootings in El Paso on Aug. 3rd and Dayton on Aug. 4th, the billboard company received several complaints about the billboard. It was removed immediately.

There are a lot of opinions about removing this billboard, both for and against. Many people can’t believe it ever went up in the first place. What actually is and isn’t allowed on a billboard, anyhow? Previously, buying a billboard meant you bought from an advertising expert, so knowing content regulations wasn’t necessary. Technology now allows anyone to buy a billboard online, so it’s more important for media buyers and marketers to understand the rules and regulations.