WATERLOO REGION — The local taxi industry is continuing to push back against ride-hailing app Uber with the introduction of large vehicle placards promoting "Your legal taxi."

According to David Maxwell, a spokesperson hired by the Waterloo Region Taxi Alliance, the signs started being posted on taxis last week.

He said the goal is to raise awareness that Uber is operating in violation of current regional taxi bylaws and show solidarity within the taxi industry.

"We just want to clearly define that message and we're very strong on promoting the concept of community safety so we want … to start promoting the concept that this is a legal cab," Maxwell said.

Since Uber launched here in July, the taxi industry has been lobbying to keep them out of Waterloo Region.

The Region of Waterloo regulates the local taxi industry. Some Uber services likely contravene these rules.

Through its UberX service, the Uber app allows anyone to offer rides-for-hire in their personal vehicle. The app also allows people to book, track and pay for a ride with their smartphone.

The odds of the local taxi industry keeping Uber out are uncertain.

The region's recently released draft vehicle-for-hire bylaw attempts to accommodate ride-hailing services, but with regulations.

Coun. Jane Mitchell chairs the committee overseeing the taxi industry.

"I don't know where the other councillors are coming from but the draft bylaw shows that Uber will be legal as of January in some way or another," she said.

Public consultation is underway with approval expected in the fall and implementation in January.

While the taxi industry pushes back, Uber continues to go about its business.

Saturday, as part of a three-city tour of Ontario university towns, Uber was promoting its "You drink, we drive" campaign at Frosh Circus in Waterloo to encourage students not to drink and drive.

Maxwell said the controversy has in some ways brought the local taxi industry — made up of five main companies — together.

"The taxi industry has been highly competitive but with the alliance they're actually working in unison," he said.

The rear-window signs are currently being tested to ensure they don't reduce visibility for drivers. The placards cover nearly the entire back windshield of vehicles.

Each costs about $20, Maxwell said, and drivers are footing the bill.

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The plan is to have about 350 vehicles equipped with the signs.

There is one remaining public consultation centre for the region's draft bylaw on Wednesday, Sept. 23 from 5 to 8 p.m. at 150 Frederick St. in Kitchener.

The proposed bylaw is available on the Region's website.