City holds outdoor advertising indaba
23 June 2017
Representatives of the outdoor advertising industry have cautioned the City of Johannesburg not to implement the new draft by-laws in a manner that would drive them away from using the platform to promote their brands as this would cost the City much-needed revenue.
Speaking during a stakeholder meeting on illegal outdoor advertising at the City’s headquarters at Metro Centre in Braamfontein on Wednesday June 21, the industry representatives said they were not in disagreement with the need to tighten the by-laws to curb illegal advertising, but called for a balance to be struck to ensure the industry’s viability was not compromised.
They said the new by-laws must suit all players, big and small, to benefit everyone, including the City.
Joelene Mahaletse of Outsmart said the industry was one of the many contributing to the economic well-being of the city. She said there were many diverse stakeholders in the industry that must be equitably catered for by the new by-laws.
“When these by-laws are being considered, there must be a balance that ensures there is stability in the industry. They must also be in the best interests of those who are employed by the industry because they are also contributing to the city’s economy,” Mahaletse said.
She said even though there was a need for more stringent by-laws, these must not be implemented in a way that would discourage media companies from continuing to use the platform. “We need to strike a balance. We mustn’t be intimidated by these new by-laws because outdoor advertising is not the only option we have to communicate our brands,” Mahaletse said.
Thembu Ncube of Relative Media said one of the causes of illegal outdoor advertising was the City’s slow application process. “As a result, people are discouraged to apply and opt for the illegal route,” Ncube said.
Outpost representative Favzana Adams said there were many clauses in the draft by-laws that required review.
She said she hoped these would be discussed at a planned indaba shortly.
The meeting was one in a series of public engagement sessions hosted by the City to give stakeholders the opportunity to comment on the recently approved draft by-laws on illegal outdoor advertising.
More than 78% of outdoor advertising in Johannesburg is believed to be illegal. This does not only cost the City millions of rands in lost revenue every year, but it also creates a safety hazard for the public and affects municipal infrastructure.
Media companies and estate agents are among the biggest transgressors. A new trend of private landlords erecting signs on the City’s road reserves has also been identified.
In terms of the City’s newly-amended Outdoor Advertising By-Laws, transgressors may face possible arrest and jail time. Property rates of private owners who erect illegal signs on their properties face an increase in their rates.