Major Brands Caught In Johannesburg’s Illegal Billboard Crackdown

Johannesburg’s long-running war on illegal outdoor advertising has entered a new phase, and this time, some of South Africa’s most recognisable brands have been swept into the spotlight. What was once seen as a battle between the City and rogue billboard operators has now become a broader conversation about corporate responsibility, public space management and the visual clutter that many Joburg residents have grown increasingly fed up with.

A City Taking Back Its Skyline

The latest enforcement blitz, carried out on Tuesday, 27 January 2026, targeted six unapproved billboard structures along some of the city’s busiest stretches. These weren’t small signs hidden in obscure corners of the CBD. They were massive installations along Winnie Mandela Drive and the N1 corridor, where advertising space is prime real estate and visibility is practically guaranteed.

What shocked many Joburgers was seeing big-name brands like Dis-Chem, Sable International and Naked Insurance displayed on these illegal billboards. For a city battling everything from infrastructure strain to unmanaged public spaces, the sight felt like salt in an open wound.

The Digital Billboard Problem

Digital billboards have become the new frontier of advertising in the city, but also a growing headache for officials. The City of Johannesburg revealed that some of the structures taken down were not only erected without approval, but were also illegally connected to the municipal electricity grid.

That effectively amounts to electricity theft, something residents immediately reacted to online. With load shedding, cable theft and electricity outages dominating daily life, the idea of companies benefiting from stolen power sparked frustration across social media.

One user on X wrote: “Imagine paying for prepaid electricity every week, and then digital billboards are plugged in for free. This city is wild.” Another commented: “Brands need to start asking tougher questions. If your billboard is lighting up a whole freeway, you should know where the power is coming from.”

Brands And Responsibility

Executive Mayor Dada Morero didn’t mince his words. He reminded the public that while billboard operators are the ones physically putting up the structures, advertisers themselves are not immune from accountability. Even if a company simply books space through a third-party outdoor media agency, they are still expected to ensure compliance.

In Joburg, legal advertising requires:

• Registering the billboard with the city
• Getting municipal approval
• Having an active City Power account
• Installing an approved electricity meter
• Paying for the electricity used

These rules apply regardless of whether the advertiser owns the structure or rents space on it. For many residents, the crackdown feels overdue, especially as the city tries to restore order to public spaces that have become increasingly congested with unregulated signage.

A Clean-Up That Isn’t Slowing Down

The City launched its billboard enforcement drive in December 2025, and officials say it will continue until every outdoor advertising structure in Johannesburg is compliant. The message is clear: the era of looking the other way is over.

For locals who are used to seeing new signs pop up overnight, often leaning precariously or flashing at odd hours, the clean-up brings a sense of relief. It’s also a reminder that Joburg’s skyline, as chaotic as it can sometimes feel, is still something worth protecting.

As the crackdown continues, residents are watching to see whether more major brands will be implicated, and whether advertisers will tighten their vetting processes. If anything, this moment has forced a long-overdue conversation about how companies engage with the city’s landscape and the responsibility they carry when their logos appear in public spaces.

Johannesburg is drawing a line, and it seems more brands will have to think twice before letting their adverts land wherever there’s free space and bright lights.

{Source:The South African}

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