A billboard battle highlights the need for a uniform policy on outdoor advertising, writes Neil Bierbaum
A FIGHT over a billboard on the grounds of a school in Sandton could turn into a test case affecting the future of outdoor advertising in the country.
The billboard, at St Peter’s School, advertises Bridgestone Tyres and is visible from the N1. In terms of current by-laws, which do not allow “third party advertising”, the Sandton Town Council says the sign is illegal and has ordered its removal.
But although the order required the billboard down by September 29, it is still there. Outdoor contractors Supersigns have not complied.
Supersigns general manager Bryan Carlson believes there are double standards at work. He points to “builders’ hoardings, things tied to poles, concert announcements and house-for-sale signs”. These are all advertising, in his opinion, and create an imperative for the consideration of billboards.”
The dispute precedes possible changes in by-laws by the Transitional Metropolitan Council which is likely to have jurisdiction over outdoor advertising in Johannesburg, Roodepoort and Randburg — where billboards are legal — as well as Sandton.
Supersigns’ action is seen by the Sandton authorities as a deliberate attempt to test their legal powers and to determine exactly who has jurisdiction over outdoor advertising.
At present, according to Dalene van Wyk, press liaison officer for the Sandton Town Council, an event advertiser can put up no more than 40 adverts in Sandton on payment of a deposit, which is used to remove the posters if they are not taken down timeously.
The Sandton Town Council has also served notice for the removal of the Radio 702 billboard, which has been in place for six years, at the Chinese School near the intersection of the M1 and Grayston Drive. Agency Ogilvy & Mather Rightford Searle-Tripp & Makin (O&MRS- T&M) and contractors Vivid Outdoor are fighting the order on the basis that they gained approval when the school still fell under the national government. The previous government allowed schools to earn advertising revenue in this manner, but the schools now fall under the municipal councils.
The TMC’s executive has decided to “hold over any decision until the substructures are in place after the November elections and until the executive committee has had an opportunity to study the national code of practice”.
In a policy document, Jan Pretorius, acting director of architecture at the Johannesburg City Council, acknowledged “the general perception is that there should be a uniform policy” for outdoor advertising across the entire area.
“We are not asking them to change their laws because of us,” says Carlson, who adds that he is willing to sit with the council and discuss the issue, although he believes that ultimately it is “a school issue. The schools need to generate revenue. Why should the Sandton Town Council decide whether a school can make money?”