AMA develops policy on issuance, payment for outdoor advertising

The Accra Metropolitan Assembly (AMA) has developed a single policy document that provides guidelines for the issuance and effective payment of “Out of Home (outdoor) Advertising” permits in the metropolis.

The document focuses on three areas including legal and institutional framework, procedures and requirements for obtaining permits and standards such as specifications on advertising infrastructure.

According to the Municipal Chief Executive (MCE) of AMA, Mr Mohammed Nii Adjei Sowah, the draft, dubbed "Smart procedures and standards for Out of Home advertisement," was to ensure the efficient collection of revenue due the assembly.

It was also to solve inconveniences such as delays in obtaining permits due to loopholes in procedures and policies.

Event

He made this known during a validation workshop on the initiative in Accra last Thursday where a draft was presented to stakeholders for assessment and validation of the policy.

It was on the theme “Adopting International best Practices to improve the Management of Out of home advertising.” It was organised by AMA and the Advertising Association of Ghana(AAG).

Participants included representatives from the Ghana Standards Authority, Ghana Institution of Engineers and the Motor Transport and Traffic Directorate.

Draft document

The draft is expected to solve challenges faced in the industry. It includes the effective collection of fees and halting obstructions in the collection of money.

Mr Sowah observed that problems in the processes leading to issuance of permits for mounting outdoor advertising structures had led to the haphazard citing of such structures with their attendant negative impact on the city’s beautification, security and safety.

"It is due to these challenges that I put together a team within the first four months in office to come out with a strategic policy document to streamline and effectively manage out of home advertisement in the Metropolis," he explained.

Demarcations

The President of the Advertising Association of Ghana, Mr Joel Edmund Nettey, expressed worry about the lack of clear demarcation among Metropolitan, Municipal and District Assemblies (MMDAs) in the Greater Accra Region.

He, therefore, appealed to the Ministry of Local Government and Rural Development to help in resolving issues on boundary disputes expediously to prevent disagreements among the assemblies over payment of fees.

Observation

Mr Nettey also observed that over the years, there had been total disregard for the National Outdoor Advertising Standard, a policy produced in 2010 to ensure that structures such as billboards did not obstruct roads or posed danger to public safety.

“Permits were also granted without due diligence and in most cases, no site inspections were conducted,

“Presently, outdoor advertising rates charged by the assemblies have forced some agencies out of business resulting in numerous empty billboards with ‘For Rent’ signs posted on them,” he added.

He commended AMA for developing such a policy to ensure order in the industry.