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 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 first document was developed by the then Deaprtment of Environmental Affairs and Tourism (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 an updated SAMOAC

The main aim of SAMOAC is to initiate and co-ordinate the control of outdoor advertising in all parts of South Africa. It is aimed at minimising the impacts of outdoor advertising while maximising the benefits of this advertising medium at the same time. 

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.

A new approach – SAMOAC 2010

The singular approach of the 1998-edition, focusing on individual signs, has now been replaced in the updated SAMOAC by an integrated and cumulative approach focussing on the aesthetic and functional interaction between all signs. This involves the long-term, sustainable planning and management of outdoor advertising which is achieved through the application of Outdoor Advertising Potential Assessments (OAPA’s), an environmental management tool specifically developed for this purpose, and the development of Outdoor Advertising Master Plans (OAMP’s).

SAMOAC now constitutes a framework and guideline document for the standardisation of assessment criteria and the application of control measures in South Africa. The framework will enable decision making authorities and advertisers alike to approach control and regulation with an equal understanding of the issues at hand.

Enquiries to:
Ms Liza Pretorius
E-mail: lpretorius2@environment.gov.za

Discussion documents for each Guideline sheet (section 2.4.2 of draft revised SAMOAC 2008)