Parents challenge billboard advertising near Steyn City School
Concerns over children's exposure to alcohol and other adult-oriented advertising have prompted calls for an investigation into a billboard located opposite Steyn City School.
Billboards near the Cedar Road and Riverside Drive intersection opposite Steyn City School have sparked debate among residents, parents, and community leaders about the type of advertising children are exposed to on their daily journeys to and from school.
Parent Maj Saffari, who raised concerns about the billboard, believes advertisements promoting products such as alcohol, gambling, and other adult-oriented content have no place near educational institutions.
“If you take a drive outside of Steyn City School, where we have children from Grade 000 all the way to high school going in and out, they are exposed to these unethical advertisements every day.
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“From alcohol and narcotics to gambling and fast food. This, to me, is systematic brainwashing of our children from a young age.”
Safferi argued that companies should be more mindful of where they place their advertising, and consider the impact it may have on young audiences.
Ward 96 councillor Rufas Maswazi also visited the site with residents and called for authorities to investigate whether the billboard complies with municipal regulations. “If the billboard is not supposed to be there, there must be a fine issued and the billboard removed.”
Steyn City School executive head Stuart West said the school had reviewed the matter and brought the applicable regulations to the attention of the billboard owner.
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“We believe that advertising near schools and other spaces frequented by children should be responsible, lawful, and considerate of the young audiences who may be exposed to it.”
According to Johannesburg Property Company spokesperson Lucky Sindane, the city is working with the department of planning to determine whether the billboard is legal. “If it is not legal, we will serve the company with a notice before we remove it.”
The city noted, however, that while it regulates billboard structures and compliance with by-laws, it does not control the content displayed on advertisements.
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