Visual Vibe urges Jamaican councils to partner on advertising rules

Outdoor advertising firm Visual Vibe is calling for a closer partnership with Jamaica's municipal corporations as councils review regulations affecting digital screens. The company, which operates over 300 screens islandwide, expressed its support for the councils' efforts to bring order to the sector.

Visual Vibe's statement comes amid a campaign by the Kingston and St Andrew Municipal Corporation (KSAMC) to address illegally erected and delinquent signage. The company agrees with clamping down on illegal screens and welcomes a more regulated industry, but CEO Tyrone Wilson stressed the need for balance. "The digital out-of-home segment is still young in Jamaica, and it cannot be approached as though it is able to fund municipal budgets," Wilson said. He believes that establishing the right framework together will foster industry growth and sustainable revenue.

Wilson highlighted the significant overhead costs associated with digital screens, including electricity, maintenance, insurance, connectivity, and software. He warned that sharp increases in municipal fees on top of these costs put the industry at risk. "The result is that escalating charges do not generate more revenue for anyone; they simply push compliant companies toward a position where the business is no longer viable," he stated.

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What we are asking for is balance. The digital out-of-home segment is still young in Jamaica, and it cannot be approached as though it is able to fund municipal budgets. If we get the framework right together, the industry will grow, and so will the revenues that flow from it, sustainably.

The company also encouraged municipal corporations to adopt "more measured and respectful methods of enforcing their positions." Visual Vibe described some current enforcement approaches as unnecessarily public, causing embarrassment for brands and potentially shifting their advertising budgets to other media. Instead, they advocated for discreet, professional engagement between councils and operators to achieve compliance without harming the commercial ecosystem that supports municipal revenues.

Furthermore, Visual Vibe pointed out that outdoor screens serve as a public good by displaying missing children alerts and emergency communications. They also support culture and entertainment by offering discounted or free advertising for cultural entrepreneurs and events, particularly for the nation's cultural icons.

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The result is that escalating charges do not generate more revenue for anyone; they simply push compliant companies toward a position where the business is no longer viable.