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MTA dismisses New Jersey’s anti-toll ads in battle over congestion pricing


New Jersey’s attempt to buy $500,000 worth of digital anti-congestion pricing ads near local bridges, tunnels, and in the new Manhattan toll zone was rejected by the MTA due to it being deemed too political. The ads were part of the New Jersey Rise program, aimed at encouraging New York-based firms to allow their employees to work in New Jersey instead of commuting across the Hudson. The rejected ads featured messages such as “Aren’t you tired of this? You deserve better. NEW JERSEY RISE can help you work from New Jersey.” Governor Phil Murphy’s office criticized the rejection, calling it ad censorship and accusing the MTA of exploiting New Jersey commuters for financial gains. The MTA defended the rejection, suggesting that Governor Murphy should focus on improving commutes rather than criticizing the agency. The conflict highlights the ongoing debate over what constitutes political or advocacy messaging in ad campaigns. Despite the rejection, the newly implemented congestion pricing in Manhattan still remains in effect, with passenger vehicles starting at a minimum toll of $9. The rejection of the ads reflects a larger issue of political influence within the MTA, as governors hold significant power in appointing board members and influencing decisions within the agency.

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