The Marlboro Man billboard that stands 60 feet above Hollywood's Sunset Strip is heading out to pasture.
The billboard--considered a local landmark by some--is one of the casualties of the settlement between eight states, including California, and the tobacco companies under which they will cease to advertise their products on billboards.
The sign is slated to come down by May 1, according to Ned Ross, national account manager for Outdoor Systems Inc., which owns the board. (The ad belongs to Marlboro parent Philip Morris.)
The Marlboro Man has been a fixture on Sunset Boulevard since 1984. Over the years, nine variations of the oversized cowboy have stood tall.
"We anticipated that this was going to happen sooner or later," he said of the ban.
Ross said that finding a replacement advertiser should not be too difficult, because of the sign's high-traffic location.