Large billboards near the intersection of Cedar Road and Riverside Drive, opposite Steyn City School, have sparked debate among parents and community members who believe certain forms of advertising should not be displayed in areas frequented by children.

The discussion centres on broader questions about the placement of advertisements promoting alcohol, gambling, and other adult-oriented products near schools, and whether current regulations adequately protect young audiences.

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Parents raise ethical concerns

For parent Maj Saffari, the issue goes beyond whether the billboard is legally installed. He expressed concern about the daily exposure children have to advertisements promoting products that many families discourage.

“As a concerned parent, I always question these types of billboards that are advertising alcohol, gambling, and drugs. For me, to have these types of massive billboards in front of a school, it’s a bit of an issue.”

Saffari pointed out that learners, ranging from pre-school to high school level, pass the billboard every day on their way to and from school. “This is what they see. Is this our role model? Is this what we want our kids to think about while they’re standing at this robot? I don’t think so.”

He argued that the issue is not simply about advertising; it’s about the messages children absorb from a young age.

“Ethically, this is wrong. At least I don’t want my kid to look at these things and wonder: ‘If I drink that, am I going to be successful?’, or that all successful people drink Courvoisier.”

Saffari believes advertisers should consider the social impact of their campaigns, particularly when placing advertisements near educational institutions.

Steyn City School calls for responsible advertising

Although Steyn City School confirmed that it had not received any formal complaints from parents regarding the billboard, the school said it takes concerns affecting learners seriously.

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According to executive head Stuart West, the school has investigated the matter and brought the applicable regulations to the billboard owner’s attention. “We are currently awaiting a response.”

He added that the school is committed to providing a safe, values-driven, and age-appropriate environment for learners. “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.

“However, it is important to note that the advertising structures and surrounding public infrastructure are managed by the relevant property owners, advertising operators, and municipal authorities.”

The school said it supports civic engagement by parents, the media, and the broader community to ensure advertising remains appropriate and aligned with regulations and community expectations.

Councillor calls for investigation

Ward 96 councillor Rufas Maswazi weighed in. “The concerns coming from the residents are that this billboard, which is advertising alcohol, is not ethical in the sense that learners coming out of Steyn City School are being picked up by their parents, and the first thing they see is this advertisement.”

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He questioned the use of public figures in alcohol-related advertising displayed near schools. “We find that he is one of their role models. Now, he is being shown there next to alcohol, so it’s not good for the future of the children.”

Maswazi called on city officials responsible for outdoor advertising to inspect the site and determine whether the billboard complies with municipal requirements. “If the billboard is not supposed to be here, there must be a fine issued and the billboard removed.”

The City of Johannesburg and Johannesburg Metro Police Department clarify their roles

The City of Johannesburg says it is currently investigating the billboard’s legality. According to Johannesburg Property Company spokesperson Lucky Sindane, the matter was brought to the city’s attention by the ward councillor.

“We are working with the department of planning to check if the sign is legal or not. If it is not legal, we will then serve the company with a notice before we remove it.”

However, Sindane said that the city does not regulate advertising content.

“It must be noted that the city has no control over the content that is advertised on the billboards. Our responsibility is only to ensure that all the structures that are set comply with the city’s by-laws.”

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Xolani Fihla, spokesperson of the Johannesburg Metropolitan Police Department, also clarified that its role focuses primarily on enforcement relating to the physical structure and public safety aspects of advertising installations.

According to Fihla, questions about whether advertising content is appropriate generally falls under the jurisdiction of the Advertising Regulatory Board and the city’s outdoor advertising unit.

JMPD explained that while it cannot act as a content regulator, it can intervene where signs violate zoning restrictions, obstruct visibility, create safety concerns, or have been erected without the necessary approvals.

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