Billboards can help businesses expand their reach, but they’re not always the most appreciated sight. According to the Dallas Morning News, the Texas Department of Transportation is considering a rule change that would double the maximum allowed billboard height to 85 feet — as tall as a nine-story building. The current rule caps billboard height at 42-and-a-half feet.

Tall billboards are not a surprising sight in cities like Dallas. However, some are concerned that such a rule change could negatively impact rural areas in the state. Many parts of Texas, such as the Hill Country, are known for their natural scenery. Tourism dollars provide a significant amount of income for such areas.

Scenic Texas is an advocacy group that aims to protect the visual environment, particularly for travelers. The group has expressed concern that the rule change for billboards could disrupt the scenic views that Texas travelers enjoy.

The Texas Department of Transportation says that the rule change would provide clarification to questions about existing billboards. Billboards would be grandfathered in according to their status as of March 1, 2017. This clause would not allow billboards that were previously 60 feet high to expand to 85 feet, for example.

However, billboard companies are on the other side of the issue. They cite the fact that more than half of states have no height restrictions on billboards at all.

According to the industry group Outdoor Advertising Association of America, billboard advertising added up to nearly $5 billion in revenue nationwide in 2016.