Cairo’s bustling streets, already notorious for their chaotic traffic, are now facing a new challenge: an overwhelming surge in flashy billboards. These large, brightly lit advertisements, which have more than doubled in number over the past six years, are raising concerns about driver concentration and the quality of life for residents. According to AdMazad, an advertising analytics firm, the number of billboards has skyrocketed from 2,500 in 2019 to approximately 6,300 today, with digital ads increasing more than tenfold to over 300 in the same period. This translates to more than 30 billboards per square kilometer in inhabited areas. The proliferation of these ads is largely attributed to the expansion of Egypt’s transport network under President Abdel Fattah al-Sisi, who has invested billions in new roads and bridges. While the advertising industry has become a significant source of government revenue, generating 6.3 billion Egyptian pounds ($130 million) in 2024, the psychological and visual impact on drivers and residents cannot be ignored. Psychotherapist Khaled Salaheldin warns that constant exposure to idealized lifestyles can lead to feelings of inadequacy, especially in a country grappling with inflation and subsidy cuts. In response, Egyptian Prime Minister Mostafa Madbouly has called for stricter regulations to ensure that advertisements preserve urban aesthetics and societal norms.