The issue has deep roots, dating back to the early 2000s when provocative billboards first drew drivers’ attention away from the road. Today, the problem has escalated with the proliferation of massive, illuminated digital screens lining major highways, including the N1 corridor connecting Johannesburg and Pretoria.
Research confirms the dangers of such distractions. When the signs were later reinstated, crashes spiked by 40% to 50%. The analysis projected that without billboards, the highway would experience up to 100 fewer property-damage incidents and 50 fewer injury crashes each year. After their return, those figures rose by as many as 120 and 30, respectively.
The pattern mirrors conditions on South Africa’s high-risk routes. The N1 Golden Highway, for instance, handles heavy traffic and numerous interchanges—environments where distractions pose heightened risks. In late 2025, a Netflix campaign along the N1 even included a caution: “Read this instead of keeping your eyes on the road.”
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Legal measures are now being enforced. Under the National Road Traffic Act and provincial regulations, any billboard that blocks drivers’ visibility, creates glare, or lacks a Traffic Impact Assessment permit is illegal. Johannesburg Property Company (JPC) has removed dozens of unauthorized signs, including those from well-known brands, after discovering they were installed without proper approval or payment. Some were also disconnected from the city’s power supply.
Financial gains have accompanied the crackdown. The city’s outdoor advertising revenue has grown from R4 million to R100 million since enforcement began, according to officials. CEO Musah Makhunga explained the increase stems from previously unregulated operators. “There was significant revenue leakage,” he stated, “money that rightfully belongs to the city.”
Drivers now encounter fewer illegal signs, though legal advertisements face closer scrutiny. While compliance has improved, enforcement remains inconsistent across the province.
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