GRAND FORKS (AP) - The bright lights of Grand Forks might be a little too bright.

City officials are considering regulating electronic advertising signs with flashing multicolor messages, animation and video displays.

The city council on Monday is to vote on a moratorium on new electronic message centers, known as EMCs, until new rules can be drafted.

"The technology changes have made them less expensive and more appealing to businesses," said Brad Gengler with the city's planning department. "As that has increased, our zoning regulations haven't changed.

"We're not suggesting we ban these things, just set some ground rules," he said.

City Attorney Howard Swanson said EMCs have become an issue in many cities, because some people believe they distract motorists, ruin aesthetics and affect other properties.

"I think the technology snuck up on communities," he said.

Dick Walstad of Cook Sign Co. in Fargo, which also has an office in Grand Forks, said the signs have become less expensive in recent years. Even the city of Grand Forks uses them - two are at the city-owned Alerus Center. Now, smaller businesses have gotten into the mix.

"Signs are an important part of business, especially for small businesses," Walstad said. "The small business is quite dependent on that form of advertising, that primary mobile market - the people that drive by your front door."

Walstad said he is worried that more cities are starting to impose moratoriums, particularly in Minnesota.

"These signs have proved to increase business - that is the objective," he said. "And if you get too restrictive, you're throttling down what these people can and cannot do."

Gengler said it is not Grand Forks' intention to put some businesses at a disadvantage. He said issues such as size, brightness, frequency of message changes and location all will be studied.