By: Mr Veli Ngubane, Chairperson of Research and Monitoring Sub-Committee (MAC).
The marketing, advertising and communication industry thrives as the pulsating heart of a free market-based economy, pumping vitality and energy into the daily lives of over 60 million South Africans. This vibrant force of marketing and advertising communication, while originating from a modest-sized industry, holds a sway over our nation's narrative that is immeasurable in comparison.
The Marketing, Advertising and Communications Charter Council has embarked on a collective journey that marks a resolve to transform this formidable influence into a distinctly South African institution by revising the sector code. The goal is clear: to weave an industry that resonates with the rich diversity, dreams, and aspirations of our beloved nation.
Since the appointment of the Council in March 2022 there is a monumental milestone that symbolizes commitment to the growth, inclusivity, and impact of our nation's marketing, advertising, and communication sector which is a draft sector code with inputs from sector.
The Council constitutes passionate members of this dynamic industry, along with their peers in related sectors, who recognize the profound role we play in shaping the vibrant tapestry of South Africa.
The revised sector code for the South African marketing, advertising and communication sector, is a transformative expedition that will set the stage for an industry that not only thrives but also fosters unity, growth, and empowerment for all.
The Council also champions the adherence to the Advertising Code, advocating against harmful content that goes against the spirit of nation building and social harmony. By promoting responsible advertising, we're weaving threads of unity across our diverse nation.
The Council believes that every perspective matters and the various associations are uniting to address issues of our diverse population. The industry wields the power to shape perspectives and recognised that it has to be committed to pushing creative boundaries while acting sensitively. Promotion of a self-regulation regime that benefits all industry members is also paramount to ensuring the promotion, understanding and appreciation of South Africa’s diverse cultures and histories.
The marketing, advertising and communication Charter Scorecard, goes hand in hand with the Amended B-BBEE Codes of Good Practice. These codes provide the roadmap for sustainable transformation. Since its appointment, Council embarked on public hearings in all nine provinces to amend the 2016 Sector Code, which is binding to all players who attain 51% of revenues from the advertising from a macro entity to a JSE listed company.
The establishment of Council is found in section 9 of the B-BBEE Act and the mandate of Council is to ensure that transformation in the MAC sector is promoted, monitored and reported to line Ministry, the DTIC, BEE Commission, and Presidential Advisory Council on BEE and in some instances to Parliament upon request from each of the two houses of Parliament.
Council firmly believes that its mandate is to growth the marketing, advertising and communication sector, as well as balance transformation and growth. Together, we're shaping a media landscape that uplifts and unites. Moreover, Council is dedicated to inclusivity and diversity embracing all voices, including those that are often unheard.
