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Regulate Digital Billboards in Duluth?

I know this controversy probably began with the installation of that digital billboard up on Central Entrance just after the copper top church. Well, it WAS outrageously bright when they first installed it and it was distracting and tacky all at the same time. Complaints prompted the owners to tone it down, thank goodness. I drive by it now and barely notice it unless I want to see what it says -- that's the way it should be I think.

Future billboard owners might not be so civic minded, so I guess there has to be regulations in place for those idiots who don't care how annoying their billboard is.