Mayor says KSAMC did not approve Rude Boy billboard

Mayor of Kingston Andrew Swaby says a controversial billboard recently removed in Rockfort did not have the "required approval" from the Kingston and St Andrew Municipal Corporation (KSAMC). 

Addressing Tuesday’s monthly meeting of the KSAMC, Swaby said the local authority is not responsible for the approval and regulation of advertising content and artworks displayed on billboard signs.

“Approval from the corporation relates primarily to the specifications of the sign itself, including size, placement, structure, location and compliance with planning and safety requirements,” he said.

He further disclosed that the billboard had been erected in a designated “sterile area”, which is not permitted for such installations.

The billboard, which promoted a product branded “Rude Boy Original”, featured a bottle at the centre flanked by raised legs wearing black fishnet stockings and high-heeled boots. The slogan “#DrinkRude” appeared on one side of the sign, while the words “Rude Boy” were displayed prominently in brightly coloured lettering.

Critics said it was too sexually suggestive and located near a school crossing, while others argued that it was good marketing and no different from naked statues across the country. 

Mayor Swaby also said the removal of the sign was not driven by public backlash but by clear breaches of planning and approval procedures.

“The actions taken by the KSAMC were not in response to public backlash but were related to the breaches involving the placement and approval status of the sign itself,” he said.

On Sunday, KSAMC Chief Executive Officer Robert Hill said the issue came to the corporation's attention and a notice for its removal issued. He said it was complied with within 24 hours. 

"We, like the public, agreed that its content was highly offensive," said Robert Hill, KSAMC chief executive officer," he said. 

The controversy follows public debate over the sign, which briefly appeared in Rockfort before being taken down amid widespread criticism online. It was also seen elsewhere in the country. 

- Livern Barrett

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