Kingston Mayor Says Rude Boy Billboard Erected Without KSAMC Approval

Kingston Mayor Andrew Swaby has weighed in on the row surrounding a Rude Boy billboard mounted in Rockfort, St. Andrew, clarifying why the Kingston and St. Andrew Municipal Corporation (KSAMC) wants it taken down.

The advertisement features the Rude Boy branded bottle flanked by raised legs in fishnet stockings and high heels, alongside the brand name "Rude Boy" and the tag "#drinkrude." Reaction has been split, with some Jamaicans condemning the imagery as crude while others have praised it as bold marketing.

Speaking at the KSAMC's monthly meeting on Tuesday, Swaby stressed that the billboard had gone up without the corporation's sign-off. He also pointed out that the municipal authority does not vet the creative content on outdoor advertising.

"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.

The mayor added that the billboard sits in a "sterile area," a zone where that type of advertising is not permitted.

Much of the online debate has centred on the billboard's proximity to a school. Swaby insisted, however, that the backlash on social media did not drive the KSAMC's position on the matter.

In a video circulated on the KSAMC's own channels, Chief Executive Officer Robert Hill struck a sharper tone, stating, "We, like the public, agreed that its content was highly offensive."

The corporation is now looking to tighten its dealings with outdoor advertising firms as concerns mount over billboard regulation and enforcement across the corporate area. Swaby said discussions with industry stakeholders have restarted, with both sides committing to quarterly consultations going forward.