Energy conservation advocates contend that light pollution must be addressed by
changing the habits of society, so that lighting is used more efficiently, with less waste and less creation of unwanted or unneeded illumination. Several industry groups also recognize light pollution as an important issue. Since not everyone is irritated by the same lighting sources, it is common for one person's light "pollution" to be light that is desirable for another. One example of this is found in advertising, when an advertiser wishes for particular lights to be bright and visible, even though others find them annoying. Other types of light pollution are more certain. For instance, light that accidentally crosses a property boundary and annoys a neighbor is generally wasted.Disputes are still common when deciding appropriate action, and differences in opinion over what light is considered reasonable, and who should be responsible, mean that negotiation must sometimes take place between parties. Where objective measurement is desired, light levels can be quantified by field measurement or mathematical modeling, with results typically displayed as light contour map. Authorities have also taken a variety of measures for dealing with light pollution, depending on the interests, beliefs and understandings of the society involved.