Opponents say they have a 10,000-signature petition against the electronic billboards. (CBC)

A chief of Squamish First Nation says it can't afford to be concerned about a potential public backlash against new billboards going up on band-owned land in Vancouver.

The first two of six electronic billboards have been erected near the Burrard Street and Lions Gate bridges and a citizens' group is threatening a boycott against any companies who advertise on the new displays.

Squamish Chief Bill Williams said the billboards are expected to generate $30 million for the Squamish Nation over the next two decades.

'I don't see why the billboards should be a problem.'—Bill Williams, Squamish Nation chief

"The government of Canada, in its wisdom, has been cutting back all kinds of programs and services for our community members," Williams said. "We continually have to look at other ways to generate revenue on behalf of our membership."

The billboards will feature advertisements that change every 10 seconds and opponents say that will not only disrupt the view but will be a dangerous distraction for drivers.

Petition drive underway

Boycott organizer Wayne Hunter said more than 10,000 people have signed a petition against the billboards.

Hunter, who heads a group called Citizens for Responsible Outdoor Advertising, said a boycott and possible protest marches could drive away advertisers.

"We are going to do everything in our power to diminish the value of those billboards," Hunter said.

Williams said he's not sure what kind of impact a boycott could have. "I have no idea," he said. "I don't have a crystal ball."

Williams said the Squamish Nation allowed for public consultation about the billboards on many occasions. "I don't see why [the billboards] should be a problem," he said.