Snapchat advert in Nice: prefecture confirms it is legal

A giant Snapchat advertisement on the façade of the historic Palais Hongran in Nice has been installed lawfully — the Prefecture of the Alpes-Maritimes confirmed this on 31 July 2026. Permission was granted before the installation, and the revenue from the banner must be used for the restoration of the building itself.

The banner within a UNESCO site

Since Sunday 26 July 2026 part of the scaffolding on the façade of the Palais Hongran has been covered by a black-and-white advert for Snapchat’s smart glasses, Specs. The canvas, measuring around 20 by 10 metres, faces the Quai des États-Unis in the Ponchettes quarter, above the Di Piu restaurant — that is, in the very heart of the area listed as a UNESCO World Heritage Site under the name “Nice, Winter Resort Town of the Riviera”.

What the opposition objected to

On 27 July Anthony Borré, an opposition councillor and former first deputy to mayor Christian Estrosi, publicly appealed to the mayor of Nice: “Such monumental advertising in the heart of the perimeter inscribed on the UNESCO World Heritage List seems to me to contradict the local advertising regulations.”

In his view, such structures are only justifiable when the money goes to the restoration of public heritage within the framework of transparent patronage, and not to commercial operations involving private buildings.

The prefecture’s response: permission was granted

As reported by Nice Premium, the Prefecture of the Alpes-Maritimes confirmed: permission was granted before the installation, the display period is limited to one month, and positive opinions were issued by the Architecte des Bâtiments de France (ABF) and the Regional Directorate for Cultural Affairs (DRAC).

The advertising section occupies 45% of the canvas; the layouts were approved in advance. Article L.621-29-8 of the Heritage Code allows the owners of monuments — both private and state — to place advertising on scaffolding if the proceeds are used to fund works. The Nice town hall, for its part, reminded that the building is private, and that the decision to allow advertising on a listed monument is made by the regional heritage protection service, not the city.

The house where Napoleon lived for a week

The Palais Hongran was built in the 18th century: work was completed in 1772, and the client was Joseph-François Hongran, who bought the title of Count of Fiano that same year. From 26 March to 2 April 1796 Napoleon Bonaparte lived on the upper floor of the building — newly appointed commander of the Army of Italy. The palace was listed in the register of historic monuments on 2 December 2010.

According to the prefecture, UNESCO was notified before the installation: the banner is temporary and reversible, and therefore does not contradict the obligations linked to Nice’s inscription on the list.

Heritage is not a new topic for the city: Nice is restoring the paintings and floor lamps of the Opera, and along the coast whole ensembles like the villas of Cap d’Antibes depend on private owners.

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Photo: AXP Photography / Pexels