●<B> You’ve been around the island during your short visit to Mauritius. What can you say about outdoor advertising in Mauritius?</B>

I find the outdoor segment in Mauritius extremely disappointing. I am someone supposed to support and defend advertising but what I saw in Mauritius is far from flattering for the industry. At every intersection, you have 60 to 70 billboards. Because Mauritius is an island, you should have a world-class outdoor system. You have the chance to have a lot of people in a restricted environment supposed to be working towards a common interest. You should be a model for the whole world.

●<B> So, why, according to you, is the situation so catastrophic? What prevents the island from becoming such a model?</B>

I believe that the situation is so because there are no strict regulations or, if there are, they are not properly implemented. Of course, you have a certain number of responsible media owners who will comply with existing regulations. But the fact that there is no proper legislation just “allows” anyone to come and place his/her adverts anywhere without any permits. As there is no official regulation to make sure illegal boards will be taken out, then everyone feels he can do anything.

<B>What every player should understand is that there should be a balance. The aim is to give the chance to the media to grow without destroying the internal beauty of the island. In such a small island, how difficult can it be to get stuff workable for everyone?</B>

●<B> Implementing laws. Is the solution as simple as that?</B>

First, media owners have to create a self-regulation system. Then, I believe that the government has an urgent responsibility to set up a workable legislation to achieve a sustainable advertising industry. When you see the situation of Mauritius, you realise that no stakeholder can really take advantage of such a situation. Let’s say two companies (operating legally) place their billboards on one site and a third illegal one just comes and places his in between. The result is simple: the media owners have no profitability as their boards are not valued, the government is criticised because the environment is not clean (which annoys the public) and the illegal company doesn’t even benefit from its board as no one can see it. The government has the responsibility to keep the environment clean. Through upgrading. the advertising segment will be seen as an addition to the tourism industry and not as destruction.

●<B> Are there any other ways than legislation to make things move forward?</B>

Well, there could be other simpler ways of getting a better environment like placing composite boards in front of commercial shopping centres rather than on any roads, intersections or roundabout. As soon as you stop in your car, you see hundreds of adverts everywhere around you. This is not only bad for the environment but also for traffic. I mean, Mauritius is supposed to have traffic problems. When people stop to read the maximum number of adverts, it creates even more problems.

●<B> What could Mauritius learn from the South African experience?</B>

I believe the outdoor segment in South Africa is sometimes over-regulated. When laws are too strict, then people will think it is too hard to get legal permits to operate and there will be illegal operators anyway. There is a need to achieve a balance. In South Africa, lots of places where the town councils work together with the industry give the expected results because they create regulations which assist both the government and the media owners.

The OHMSA has set up a constitution and a code of practice for the industry to abide by the regulations. If it doesn’t, then we can sanction and they have to pay quite a lot. I offered to send copies of our regulations that can easily be transposed to the Mauritian context. With the code of practice, the groundwork is there. You should only put some blame on the government’s lack of interest in enforcing regulations. But I have offered to continue advising and assisting Mauritius in a personal capacity as well as a trade association.

●<B> I suppose you met some local companies. How did they react to your view of the situation?</B>

Well, I must say the response was extremely positive both from media owners and the AAA. What every player should understand is that there should be a balance. There should be areas, such as those attracting a lot of tourists, where billboards are not allowed. Or if they are, they should be subject to strict regulations like a fixed size, illumination and on particular sites. The aim is to give the chance to the media to grow without destroying the internal beauty of the island. In such a small island, how difficult can it be to get stuff workable for everyone? After the regulations are implemented, I think someone should be appointed whose sole responsibility would be to look after outdoor business regulations. Be an example to the world!

<B>Mauritian “laisser-aller”</B>

The only hope local advertising companies have now is that the advertising festival will bring such publicity that authorities will finally take the necessary steps to stop illegal companies from placing their bill- boards anywhere. “It seems the Road Development Authority is indulging only in wishful thinking for the moment… But the situation will never move ahead if the will is not translated in concrete decisions and actions,” claims Sébastien Rousset, the general manager of Clear Channels. It seems many media owners like him are really fed up with such an unregulated situation.

“Our association, the OAA, has made so many attempts to make the authorities aware of our problems. We met RDA officials, wrote a letter to the prime minister a year ago… But nothing has changed.” Each time they are told that something will be done and that the sector will be effectively regulated but six years later… still nothing. For the moment, permits are delivered according to non-transparent criteria. Environmental aspects are supposed to be taken into consideration when the authorities deliver such permits but, as there is no specific law, it is very subjective. “A site, which I might find beautiful might not be so for the official. So if I don’t ask for a permit there, another one will ask and will probably get it!” The South African observer is even more severe, “For me, illegal operators of the outdoor segment are like pirates or drug dealers; they are stealing other people’s lunch! They are breaking the law and should be punished for that!”