Joburg gets thumbs up to advertise itself as a ‘world-class African city’

2013-12-05 17:03

The Advertising Standards Authority of South Africa (Asasa) has ruled that the City of Johannesburg may still advertise itself as a “world-class African city”.

This after it overturned the decision made in June for the city to pull a radio advert claiming that it is a financially stable world-class city.

The complaint, lodged by Steven Haywood, a Joburg resident who heard the commercial at about the same time the Auditor-General released his report on Johannesburg, said the advert told “blatant untruths”.

He cited the fact that the city had received three consecutive qualified audits, Pikitup’s bankruptcy and the Johannesburg Roads Agency’s inability to repair the roads.

He also added that R12 billion worth of revenue was being written off this year.

Asasa made its ruling based on the additional evidence it received from ratings agencies and said the city was entitled to make the claim that it was financially stable.

In an interview with eNCA earlier this year, Haywood said he had taken action because of his disappointment that the city was using an advertisement to mislead the public.

“My issue was never with the tagline, it was purely with the factual inaccuracies in that particular advert,” he said.

Haywood added that he did not want Joburg to stop using the tagline as it was the city’s vision and he supported its desire to become a world-class city.

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