The company is not what is being called a scheme. What the company was being employed by the city of Paris to execute is being called a scheme: Championed by P

The company is not what is being called a scheme. What the company was being employed by the city of Paris to execute is being called a scheme: Championed by Paris Mayor Bertrand Delanoe, the bikes were part of an attempt to "green" the capital. [...] The original contract gave the advertising company a 10-year licence to exploit 1,600 city-wide billboards in return for running the scheme [...] The scheme was modelled on one in Lyon [...] It is also being copied overseas with London, San Francisco and Singapore all intending to set up similar schemes.