Clear visibility on outdoor advertising

For a number of years, the ins and outs of outdoor advertising have been the subject of continued debate.

While an abundance of posters and signboards of various businesses adorn Newcastle’s flat surfaces, others maintain there is no clear indication of what is legal and what is not.

The matter resumed after one man questioned a poster placed on a street lamp on Hardwick Street last month. In response to resultant queries, municipal staff provided a clear outline of the circumstances under which one can erect outdoor advertising, namely only if council has granted permission.

This is laid out in the Outdoor Advertising Policy and relevant by-laws. An e-mail statement from the Newcastle Municipality read that any outdoor advertising is permitted, provided the owner of the sign has a letter of approval from council.

Without a record, the advertising is unlawful in the eyes of the municipality.

Speaking on behalf of his organisation, Sakekamer president, Ben Chowles an irritation for law-abiding businesspeople was other businesses advertising outdoors without paying fees and without consequence.

“As it is impossible to know whether the advertisements are legal or not, all parties rely on the municipality’s ability to enforce the rules and regulations.” Mr Chowles said a general consensus among members was that this situation needed to be improved to protect those who stayed within the rules and regulations.

“Any reputable business understands marketing comes at a cost and where a business is guilty of bypassing systems, they also need to be held accountable.”

Asked if members had received instruction on outdoor advertising from the municipality, Mr Chowles said there had been nothing official, yet the Sakekamer was poised to advise others on what was permissible.

“We have always had an open relationship with all stakeholders, including the municipality. The lack of enforcement or insufficient enforcement is something we can discuss at the next Newcastle Business Unity meeting, where municipal officials are present.”

According to municipal staff, any breaches of current municipal by-laws pertaining to outdoor advertising must be reported to B. Thusi or O. Radebe on 034 328 3300. Currently, the only resultant action will be the removal of the signboard or poster in question. “We are working tirelessly to get everything in order; we are currently getting a fine book approved by court and our staff are seeking law enforcement certificates so it will be easier for them to enforce the by-laws.”

For the full explanation of the outdoor advertising by-laws, visit newcastleadvertiser.co.za