In short: Yes. But the images have a long life looking their best before they start to slowly lose a little luster.  Long term exposure to sunlight will fade most printed banners over time, but, it requires a lot of exposure to direct sunlight before any noticeable degradation can be seen.  In most cases, our advertising flags are selected for their portability and don’t sit in the direct sun for 8 to 10 hours a day.