The South African National Roads Agency (Sanral) says all e-toll-related advertising has been essential - and for the Democratic Alliance (DA) to criticise its increased advertising spend is hypocritical.
This follows a statement by the DA yesterday that Sanral's advertising spend has increased sharply since the announcement of the e-tolling system. According to the DA, a response to a Parliamentary question revealed Sanral's advertising expenditure has risen by almost 200% in the last two years - to R87.1 million currently.
"Sanral's expenditure on advertising increased from R30.4 million in 2010/11, to R84.5 million in 2011/12, and R87.1 million in 2012/13." According to Sanral, its current advertising budget is R85 million.
Extensive advertising
The DA says Sanral has changed its tactics from an awareness campaign to, more recently, "mass e-toll propaganda". The party says full-page and half-page advertisements have appeared in most national newspapers, "falsely arguing against alternative funding mechanisms for road maintenance and infrastructure, such as a fuel levy".
Over the past year, Sanral has advertised via - among others - SABC, eTV and DSTV on the television front; Jacaranda, Yfm, Kaya, Highveld, Metro, 5fm, and Ukhozi radio stations; and the Sunday Times, Sunday World, City Press, Rapport, Sunday Sun, Beeld, Citizen, Sowetan, The Star, The New Age, Pretoria News, Soweto Times, Business Day, Financial Mail, more than 10 Johannesburg and Pretoria community newspapers - and publications spanning SA's Cape, Mpumalanga and KwaZulu-Natal provinces in terms of print media.
Sanral spokesperson Vusi Mona has defended the extensive campaign, saying all e-toll-related advertising has consisted purely of messaging that is either essential for compliance, or in direct response to questions by the public about costs and financing.
He refutes the notion that the state-owned entity has changed its tactics since government made the e-toll announcement. "The core messaging over the two periods [before and after e-tolling was announced] has been largely unchanged, save for two adverts about toll versus fuel levy."
All other advertising, says Mona, is intended to convey the mechanics of tag acquisition, registration and payment, as well as to give road users some indication of the likely costs.
He further notes that Sanral's advertising spend includes all of the entity's pillars of operation, both toll and non-toll.
Trading insults
But the DA has dubbed Sanral's advertising campaign "tacky spin" - a statement Mona says escapes him. "It is difficult to determine how they come by the term 'tacky spin'."
Mona says the DA's statement is a textbook case of the "pot calling the kettle black". He says: "Any new initiative such as e-tolling will accrue an increased advertising spend, as it must be supported through marketing.
"It is Sanral's responsibility to educate road users on how to become compliant. It is also very much part of driving public awareness and public participation."
Mona says this is very similar to the DA's 'Know your DA' campaign - or the party's "notorious marketing spend" to tout its endeavours in the Western Cape.
Senseless spending
Wayne Duvenage, chairman of the Opposition to Urban Tolling Alliance (Outa), says Sanral is behaving as if it were an entity operating in a competitive environment.
"Sanral is spending taxpayers' money to try and sell something those same taxpayers don't need or want. That is how ludicrous it is."
Duvenage says it is a complete waste of money on the road agency's part. "I can't see e-toll advertising resulting in increased e-tag sales, not to any extent. Any company spending that amount of money without seeing a return is in trouble."
He says Sanral's increase in advertising spend is huge, and puts it down not only to advertising, but also to the expansion of its public relations department and the employment of Sanral spokesman Mona.
Not too late
Outa is set to voice its e-toll opposition at the Supreme Court of Appeal in Bloemfontein on 25 and 26 September. Duvenage says the appeal could still throw a spanner in Sanral's works - but reiterates it is not too late for government to turn the tables and put a stop to its e-toll plans.
"They can still change their strategy and we as a community are here, we will assist in the collection of the necessary funds. It is not that the public is unwilling to pay for the roads they use - they are willing; they just don't accept this system."
However, all signs and statements point towards the imminent implementation of e-tolls in Gauteng. Mona says transport minister Ben Martins is considering submissions by the public on the gazetted notices and regulations. Once the Transport and Related Matters Bill (the e-toll Bill) is signed into law by president Jacob Zuma, the final toll tariffs will be published and e-tolls will start 14 days later.
As far as the likelihood of a July launch - as targeted by Sanral - goes, Duvenage says he cannot see the project getting off the ground until August at the earliest. "And if they do launch. it's going to be one big mess. People are not going to tag up."
The DA says it will submit follow-up Parliamentary questions demanding an exact cost breakdown of Sanral's expenditure on advertising since the 2010/11 financial year. "The DA will continue to fight against unnecessary toll roads - where we govern now and where we are elected to govern in 2014."
Share