FOLLOWING outcry over a raunchy billboard that was displayed in a very prominent location in Rockfort, Kingston’s Mayor Andrew Swaby sought on Tuesday to clarify that a removal order given to the advertiser in relation to that sign was not prompted by public backlash.

While addressing councillors at the May monthly meeting of the Kingston and St Andrew Municipal Corporation (KSAMC), Swaby said it was important for him clarify the issue.

“The corporation’s action in this matter was not a response to public backlash, as has been suggested in some spaces, but were related to breaches involved in the placement, planning, and approval status of the signage itself. In this particular case, the sign had been erected within a designated sterile area and did not receive required approval from the KSAMC,” he said.

The billboard at the centre of contention depicted what appeared to be a female in boots, posed in a sexually suggestive manner. The product that was being promoted was a herbal-flavoured alcoholic beverage.

“One week prior to a meeting with outdoor advertising stakeholders, the KSAMC had already written to the relevant advertisers to remove signs displayed in sterile areas, including in that location. Following non-compliance, we removed the sign,” Swaby said. “We subsequently became aware that the earlier sign had been replaced with the billboard that later became the subject of public discussion. Once this was brought to the corporation’s attention on May 7, a 24-hour notice was issued for the sign to be removed, with which the advertisers complied.”

The mayor seized the opportunity to educate the public on what approvals are within the powers of the KSAMC to grant in relation to billboards and signs. The major part of the responsibility, according to the mayor, rests with the advertisers whom he said have a moral duty.

“The KSAMC is not responsible for the approval and regulation of advertising content and artwork displayed on signage…” he said. “The approval from the corporation relates primarily to the specifications of the sign itself, including size, placement, structure, location and compliance with planning and safety requirements. Matters relating to the content displayed are between the advertising company and their respective clients.

“While the KSAMC is not responsible for approval of content, we continue to encourage businesses and advertisers to be mindful of the material being displayed in public spaces, and to exercise good judgement and consideration for the wider community,” he added.

The mayor said he acknowledged a public apology which came from the company associated with the raunchy and controversial billboard, and emphasised that it presents an opportunity for a broader discussion within the advertising industry regarding standards and appropriateness of messages in public spaces. Swaby also sought to make it clear that enforcement measures won’t be just “a nine-day wonder” but part of a continued process to restore order and adherence to the regulations governing signage across Kingston and St Andrew.

“Signage-enforcement activities remain ongoing,” he said. “I also encourage businesses and entities who utilise the advertising services to ensure the companies they engage are complying with the relevant signage regulations and requirements.”