Following the OHMSA Agency briefing with the City of Johannesburg and Johannesburg Property Company held on 17 July 2026, OHMSA shares this update to give the wider out-of-home and advertising industry greater clarity on the discussions, outcomes and the collaborative way forward.
1. What was the primary objective of the Forum held on 17 July 2026?
The forum was convened to open direct, constructive dialogue between the City and the out-of-home industry, and to move the relationship from uncertainty and ad-hoc enforcement toward a formalised, lawful and cooperative footing. Because this was a media and agency session, a central objective was to give agencies and advertisers, not only operators, clarity on the regulatory environment and renewed confidence in the medium. We also wanted to hear the City’s Development Planning department and the Johannesburg Property Company (JPC) directly, and to agree a way forward that serves everyone: a clean, well-governed city; certainty for compliant operators; and confidence for the brands that invest in out-of-home. Above all, it was about partnership rather than confrontation.
2. What were the key outcomes and conclusions reached during the forum?
The overriding conclusion was a shared commitment to reset the relationship on a cooperative, lawful basis. The key outcomes: agreement to formalise how we work together through a proposed Memorandum of Understanding, so the City as regulator, JPC as landlord and OHMSA as the industry body operate to clear, agreed rules; common ground that the lasting solution is a modern by-law, since the current framework predates digital and today’s formats; a commitment from the City to provide written clarity on the regulatory and enforcement regime and to open a route to resolve historical declarations and the backlog; and support for transparency and industry self-regulation. Throughout, there was recognition that enforcement against genuinely illegal, unsafe structures is necessary, but must be fair and must protect legitimate operators.
3. Which priority initiatives emerged, and what commitments have OHMSA and the City made?
Five priority workstreams emerged. The Memorandum of Understanding is the cornerstone, formalising information-sharing, standards and a route to regularise sites and will be taken through the City’s partnership structures. Second, the new by-law and its public-participation process, with a joint review for digital-age fitness. Third, a Digital Asset Inventory System of legal versus illegal sites, which OHMSA has offered to help build and audit. Fourth, resolving historical declarations and the application backlog through a clear conversion and clearance process. Fifth, self-regulation that gives brands confidence. OHMSA has committed to secure member buy-in, assist the audit and participate in the by-law process; the City and JPC indicated they will provide written clarity, progress the MOU, support the System, and engage the industry as the by-law advances.
4. Are there plans for future forums (for example, quarterly), and who will be invited?
Yes. There was strong agreement that this must begin sustained engagement, not be a once-off. We are working toward regular, structured forums, quarterly is the natural rhythm, with focused working sessions on the MOU, the by-law and the System. Attendance will include OHMSA members and media owners, the City and JPC at the core, and importantly, media agencies and advertisers, whose confidence is central to a healthy market, with a role for the Province and other stakeholders where relevant. Longer term, OHMSA continues to advocate a full out-of-home Indaba convening the whole ecosystem, likely to be held after the elections.
5. Looking ahead, what are the key focus areas for strengthening the outdoor advertising environment?
Our shared focus areas are clear: a modern, fit-for-purpose by-law; a formalised, transparent relationship through the MOU; practical compliance tools, chiefly the Digital Asset Inventory System; a clear, efficient approval process with the backlog cleared; enforcement that is fair and lawful, removing illegal, unsafe structures while protecting those who comply; credible self-regulation; and, as JPC emphasised, investing in the urban environment itself through cleaner, safer spaces and regeneration along the City’s transport corridors. Everything ladders to one goal: an out-of-home environment in Johannesburg that is legitimate, safe, well-governed and worthy of advertisers’ and citizens’ confidence.
6. What guidance would you give agencies and brands procuring outdoor advertising now?
Practical, reassuring guidance: work with reputable operators, who can demonstrate lawful approval. Make compliance part of procurement: insist on a valid, current approval for each site, and remember that an application, submission or acknowledgement letter is not an approval, and that approvals lapse if a structure isn’t built in time. Build site-compliance checks into your standard booking process, and use OHMSA as a reference point. Take the long view, the environment is being formalised, and the Digital Asset Inventory System will make verification far simpler. Most importantly, don’t disengage from out-of-home: it remains a powerful, trusted medium. Partner with compliant operators, do reasonable due diligence, and your brand and investment are protected.
7. An update on the Digital Asset Inventory System, status, timeline and interim verification?
The Digital Asset Inventory System is one of the initiatives we are most excited about, because it speaks directly to the uncertainty agencies face.
- Current status: at scoping stage, with strong support from OHMSA and JPC, JPC has committed to a registry identifying illegal billboards and to sharing that information and prioritised as a joint workstream, with the industry assisting the audit.
- Anticipated timeline: phased. The near-term deliverable is an initial register of known legal and illegal sites, drawn from City and JPC records and the industry audit; the fuller, live and queryable platform will follow over the medium term. We would rather build it properly than rush it, so we are not fixing a date on the complete System, but the first register is where we want to show early progress.
- Interim verification: verification runs through the operator and OHMSA, confirm a site holds a valid, current approval, and use OHMSA as a reference point. We are also exploring a simple interim means of confirming site status with the City.
8. What are the next steps, and what message would you share with the industry?
The immediate next steps: finalise and table the MOU through the City’s structures with member buy-in; participate in the by-law public-participation process; progress the Digital Asset Inventory System and the audit; secure the written clarity the City has undertaken to provide; and lock in a rhythm of regular engagement.
My message is one of measured optimism. This is a genuine reset. The City and the industry want the same thing: a clean, safe, vibrant and well-governed Johannesburg with a thriving, legitimate out-of-home sector within it. Progress will be steady rather than instant, but the direction is now set: away from uncertainty and confrontation, toward transparency, formalisation and partnership. To agencies and advertisers: your confidence is being earned through action, keep investing in this powerful medium alongside compliant operators. To fellow operators: get involved, the strength of this effort lies in a united industry. We are building something better, together.
Responses provided by Angelo Tandy, Chairperson, Out of Home Media South Africa (OHMSA)