The importance of the visual environment is often underestimated or is perceived as a fashionable and luxury environmental concern with no relevance outside the extravagant lifestyle of the upper reaches of modern society.

The real value of the visual environment must be measured against the background of the tourism industry. Visual resources such as scenic landscapes and cultural streetscapes constitute major tourist attractions. The visual environment also forms a backdrop to most other tourist activities such as game watching, touring, entertainment, shopping and sport. The visual environment can be seen as the fabric that gives meaning and substance to any tourism experience. Each country, area, city or town has its own unique visual character and atmosphere which plays an important role in the quality of any tourist experience. In South Africa, with its richness and diversity of landscapes and cultures, it is of the utmost importance that the element of local character should be strengthened and enhanced when and wherever possible.

Since the visual environment is interwoven with the fabric of any tourism industry the real need for visual resource management in South Africa is evident from the fact that the tourism sector of this country has all the potential of providing the basis for and sustaining the Reconstruction and Development Programme of the South African government.

The visual environment also plays an important role in creating better human living environments for all communities in South Africa. Section 24 of the Bill of Rights in the Constitution of the Republic of South Africa states that "... Everyone has the right to an environment that is not harmful to their health or well-being..." The visual environment is a key to ensuring mental health and psychological well-being. It has an immense impact on how we think and act as human beings. Research has shown that the visual environment has a definite influence on human behavioural patterns such as vandalism, attitudes that determine the productivity of office workers or even the crime rate. It also plays an important role in creating healthy communities. A sense of place and identity is created by means of the visual environment which leads to community pride, a sense of security and permanent belonging, human dignity and enthusiastic citizen involvement.

Outdoor advertising and information transfer fulfils an essential function in modern society. It directs, guides and informs as to locality, product, activity or service and contributes to economic growth in general. However, if outdoor advertising is not controlled properly it could have a very real impact on tourism resources and the human living environment, as was experienced in countries such as the United States of America. Most advertisements are aimed at the road user and may therefore also impact on the road environment. Control measures are therefore needed to ensure that road environments will be conducive to safe and pleasant driving.

In the past a rather strict control system was in force in natural and rural areas. However, a recent relaxation of the enforcement of these control measures has lead to a serious proliferation of advertisements and signs in certain cases. The need was also expressed by the outdoor advertising industry for a revision of existing control measures in order to arrive at measures that would be more representative of the needs and lifestyle of modern society. Seen against this background, this manual is aimed at providing an efficient and effective framework and guidelines for outdoor advertising control in South Africa.

In applying these guidelines controlling authorities and the advertising industry alike should strive to strike a balance which would allow for advertising opportunities and economic development, on the one hand, and traffic safety and the conservation of visual resources, on the other hand. Instead of being detrimental to the visual environment outdoor advertising should be used in a manner that will be conducive to urban streetscapes. This leaves the outdoor advertising industry with an immense challenge to contribute to the creation of more pleasant visual environments.

Since this manual constitutes only a framework and guidelines for outdoor advertising control practical cases may be encountered which do not match the prescribed classification or conditions. The needs of controlling authorities may also differ in accordance with local conditions and the character of the areas under their jurisdiction. Municipalities who wish to publish advertising by-laws may therefore have to adapt this manual to suit their specific needs. Since by-laws must be more exact this document will not be entirely suitable to be used for the purpose of by-laws in its present format. However, a basic legal and technical check has been done on this document to minimize any possible vagueness or ambiguity in the interpretation thereof, and to facilitate the drafting of by-laws by municipalities.

Cases may also be encountered where existing signs for which permission has been granted may contradict important conditions in this manual. Controlling authorities will therefore have to consider phasing out such signs over a period of time. The necessary guidelines for the implementation of this manual, which will address problems such as these, is envisaged for the future.

The existing part of this document should not be seen as finalised since the development of new advertising techniques and methods will necessitate a continual updating-process in order to accommodate such changing circumstances.

Z. Pallo Jordan
Minister of Environmental Affairs and Tourism

Mac Maharaj
Minister of Transport