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Change for our Profession

During October 2001, the Parliamentary Portfolio Committee on Communications, an organ of the National Assembly, convened public hearings into the pace of transformation in the advertising and marketing value chain. After finding that the pace of transformation in the value chain was unacceptably slow, the Portfolio Committee on Communications directed government, through Government Communications (GCIS) and the Department of Communications, to facilitate a consultative process with all stakeholders to find a common blueprint for the transformation of the sector. This mandate resulted in the first joint undertaking by all stakeholders to commit to a unified view and common approach which was codified as "The Values Statement of the Marketing and Communication Industry" and endorsed, adopted and signed by all stakeholders on 23 April 2003.

The ACA and its member agencies are committed to transforming our profession. The Preamble to the MAC SA Sector Code best explains our commitment to transformation – it reads:

"We, members of the broader marketing, advertising, public relations, communication and research industry as well as related sectors, recognise the critical role our industry, fulfils in South Africa. We are mindful of the impact our industry has on millions of our people across all walks of South African life, therefore we accept the responsibility consequent thereto. We further acknowledge that marketing and advertising communication is the livewire of a free market-based economy. It is an intrusive form of communication to which over 40 million South Africans are subjected every day of their lives. For such a small industry, its power to influence South Africans is disproportionate to its size, hence the need to make it a truly South African industry is imperative."

This Values Statement reproduced, is the foundation on which the Marketing, Advertising and Communication (MAC) Sector Code is based.

On 6 May 2016, the MAC SA Sector Code was written into law and promulgated by Dr Rob Davies, Minister of Trade and Industry in terms of section 9 (1) of the Broad-Based Black Economic Empowerment Amendment Act, (Act No. 53 of 2003) as amended by the B-BBEE Amendment Act No. 46 of 2013.

Transforming the Communications and Advertising Industry




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