Children inappropriate advertising taken down near Steyn City School
The removal of two billboards near Steyn City School has been welcomed by residents, but the incident has raised broader questions about advertising standards and the protection of children in public spaces.
The removal of two large billboards near Steyn City School has sparked a wider conversation about the type of advertising children are exposed to on their daily journeys to and from school.
The billboards, located at the intersection of Cedar Road and Riverside Drive, were removed after parents and residents raised concerns about alcohol-related advertising being displayed close to an educational institution.
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The issue gained attention after community members questioned whether the advertisements were appropriate for an area frequented by learners from pre-school through to high school.
Concerns were further fuelled by the South African Advertising Regulatory Board’s (ARB) responsible marketing guidelines, which state that no billboard advertising an alcoholic beverage brand or product should be placed within 500m of schools, community centres, or places of worship.
One of the residents who brought attention to the matter, Maj Saffari, said the outcome demonstrated what can be achieved when communities engage constructively on issues affecting children.
“Two of the massive billboards were brought down immediately after the article was published. We all appreciate the quick response of the landlord and the advertising companies.
“We ask all businesses in our community to consider their social impact first, before profit. We all have certain obligations towards our community.”
Before the removal, one of the property owners told Fourways Review that the concerns raised by parents had been heard, and that steps would be taken to address the matter.
“We’ll be taking it down and fixing the situation, and joining the Fourways community in making Fourways better. We understand the parents’ position, so we’ll be fixing it and making the situation right.”
Steyn City School also weighed in on the issue.
Executive head Stuart West said: “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.”
Ward 96 councillor Rufas Maswazi welcomed the removal of the billboards and thanked stakeholders for responding to community concerns.
“I feel relieved and would like to extend our gratitude to the Johannesburg Property Company for acting swiftly after community members raised this issue,”
Maswazi added that the matter highlighted the need for continued oversight of outdoor advertising, particularly in areas close to schools and other places frequented by children.
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