South African Manual for Outdoor Advertising Control
INVITATION FOR COMMENTS
DRAFT REVISED SOUTH AFRICAN MANUAL FOR OUTDOOR ADVERTISING CONTROL (SAMOAC)
The Importance of Visual Resources
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 (SAMOAC, 1998).
Outdoor Advertising and the Environment
If not managed correctly outdoor advertising may have a major impact on the environment, and not only the aesthetic environment. It may also contribute to environmental problems such as sound and light pollution and may influence road safety. On the other hand it cannot be denied that outdoor advertising fulfils an important role in present-day life and provides us with various benefits.
Outdoor Advertising and the 2010 World Cup
With the 2010 World Cup in mind it is essential that an effective system for the control of outdoor advertising is put in place to prevent the proliferation of unwanted billboards and signs before and during this event. The effective management of outdoor advertisements can be seen as an important World Cup greening issue to be addressed in a responsible and sustainable matter. However, it is also necessary to provide sufficient opportunities for outdoor advertising during this event. Pleasant outdoor advertising furniture and other structures may contribute to the enhancement of visual resources such as streetscapes while outdoor advertising may also create opportunities for empowerment and employment
Outdoor Advertising Control in South Africa
Currently SAMOAC forms the backbone of outdoor advertising control in South Africa. It serves as a national guideline document to controlling authorities on national, provincial and local level and also guides the outdoor advertising industry. The main aim of SAMOAC is to initiate and co-ordinate the control of outdoor advertising. It is aimed at minimising the impacts of outdoor advertising while maximising the benefits of this advertising medium at the same time. This document was developed by DEAT in 1998 in cooperation with the National Department of Transport. Up till now it was expected of the various controlling authorities to provide legal status to SAMOAC by means of appropriate legislation.
The Need for Updating SAMOAC
Since 1998 the needs of the outdoor advertising industry has changed to a large extent, while controlling authorities and environmental managers are also confronted with new challenges. In the interest of all the parties concerned it has therefore become necessary to update the existing version of SAMOAC.
An Invitation for Comments and Contributions
After preliminary inputs from various interested and affected parties a Draft Revised Version of SAMOAC has been completed and is now open for comments.
In order to facilitate comments a number of discussion documents have been drawn up including a discussion document for each and every sign class providing background information on the potential and problems associated with the various sign classes. These discussion documents are linked to the guideline sheets for the relevant sign classes.
You are invited to make a contribution with regard to the finalisation of this document. Your input will make a difference in ensuring the sustainable management of our beautiful rural and urban landscapes while ensuring sufficient outdoor advertising opportunities at the same time. Any comments or contributions, whether large or small, will be appreciated and will be taken into consideration in finalising the Draft Revised SAMOAC.
