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Broad-Based Black Economic Empowerment Act, 2003 (Act No. 53 of 2003)

Codes of Good Practice on Black Economic Empowerment

Marketing, Advertising and Communication (MAC) Sector Charter

1. Proposed Marketing, Advertising and Communication Transformation Charter

Values Statement



As a statement of values of an industry which is global in its outlook and reach, and genuinely South African in its roots, we of the MAC industry state that:


We acknowledge that like the rest of South African society, we have been plagued by the injustices of South Africa's racist past in terms of employee representivity, ownership and decision‑making. We further recognise that the industry plays a critical role in the creation of wealth and the development of our economy, and believe that transformation of the industry is essential for its long‑term growth and the upliftment of people who have historically been disadvantaged. In the spirit of the Constitution of South Africa, we believe that "South Africa belongs to all who live in it, united in our diversity and committed to improve the quality of life of all citizens and the potential of each person".


We hereby commit ourselves to the following values:


I. lnclusivity and diversity


(a) The sector reflects and shapes the norms of our society. As such, it must be committed to reflecting the values and aspirations of all South Africans.
(b) This requires that the industry - in its ownership as well as in the traditions and cultures it draws upon - reflects the diversity of the South African population.
(c) The industry is committed to sustainable skills development, which enables all our people to enjoy access to the knowledge base needed to shape their destinies within the industry.


II. Soul of the nation


(a) This industry works in the context of a unique transition - a transition described as a miracle.
(b) We shall use our strengths to promote pride in the South African Brand.
(c) The industry can contribute to the transition by promoting understanding and appreciating our diverse cultures, traditions, histories, abilities and disabilities. It can highlight prejudice where it exists by promoting tolerance of all human beings. In doing so, the sector can become a mirror of the soul of the nation.


Ill. Respect and human dignity


(a) The industry works in a society where the poor, the illiterate, people with disabilities, women and children suffer a myriad of intolerances. While working for their amelioration and empowerment, the industry shall ensure that the dignity of all human beings, and in particular of these vulnerable groups, is respected.
(b) The industry recognises the difficulty of escaping the stereotyping of any group. Where this has to be resorted to, the industry shall take particular care not to stereotype or use humour in a manner that negatively impacts on the dignity of the target groups mentioned above.


IV. Business and people's needs


(a) We recognise that the consumer is at the core of our business. Recognising that the industry serves business in its endeavour to create wealth, we shall ensure that the requirements and sensitivities of the consumer are placed at the centre of all our creativity and planning. In doing so, we shall better serve the commercial needs of business as well as the long-term aspirations of the South African nation.
(b) Furthermore, the industry shall be committed to abide by the principle of good corporate governance and by the highest standards of ethical business practices.


V. Responsible creativity


(a) We are mindful that this is an industry which impacts on the views and aspirations of the entire population.
(b) This means that the industry must act sensitively while endeavouring to break the bounds of creative barriers. Such commitment will lay the basis for a self-regulation regime that can best serve all stakeholders.


This commitment must not place limits upon the various freedoms enshrined in the Constitution of the Republic of South Africa, 1996 and protected by the Bill of Rights, especially Freedom of Expression.


The MAC Transformation Charter adheres to the Broad-Based Black Economic Empowerment (B-BBEE) Act, 2003 (Act 53 of 2003), available on the Department of Trade and Industry's (the dti) website: The MAC Transformation Charter is based on the principles outlined in the generic codes.


Stakeholder transformation charters are attached in ANNEXURE A:


Association of Advertising Agencies (AAA)

a. MAC INDUSTRY SCORECARD: The B-BBEE Scorecard for the MAC industry should be read in conjunction with the Second Phase B-BBEE Codes of Good Practice (gazetted on 9 February 2007 in Government Gazette No. 29617, available on