KSAMC says ‘highly offensive’ billboard featuring fishnet-clad legs removed after public backlash

The Kingston and St Andrew Municipal Corporation (KSAMC) says a controversial billboard in Rockfort, eastern Kingston, was removed within 24 hours after the corporation deemed the advertisement “highly offensive” following widespread public backlash.

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.

In a statement posted to X on Sunday, the KSAMC acknowledged the public concern while noting the limits of its regulatory authority.

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

He said the sign was brought to its attention on Thursday and that a 24-hour notice was subsequently issued to the advertisers for its removal.
 

"While the Corporation does not regulate creative content, we continue to encourage businesses and advertisers to be mindful of the material displayed in public spaces and to exercise good judgment and consideration for the wider community," the corporation said, adding that "public spaces are shared spaces and advertising should reflect a level of respect for the diverse audiences that interact with our city every day."
 

The billboard's brief appearance was enough to fracture public opinion online, with the debate quickly drawing comparisons to the Redemption Song sculpture at Emancipation Park in New Kingston - a pair of nude male and female statues that itself drew controversy at its unveiling in 2002, before becoming widely accepted as a national landmark.

Some users on X argued that the comparison was apt. "A naked man n woman upa Emancipation park fi di werl see. This a di least," posted @MadeByWignal. User @jahmekyagyal made a similar point, arguing that the existence of the Emancipation Park statues made the outrage inconsistent.

"I don’t recall KSAMC ever having to approve artwork still. Never have they asked to see what artwork will be going in the space! Furthermore we do have two naked statues in New Kingston," said @jahmekyagyal. 
 

However, some users drew a firm distinction. "@PA13Baker" responded to @jahmekyagyal, arguing the Redemption Song statue's critics objected on thematic or artistic grounds. "U equate Redemption Song statue w this piece of ephemera? Some don't like the statue bcuz they think it doesn't convey/contradicts the chosen theme, or bcuz of the (Ja) artist's race, or its location. A very few say it's obscene or exploitative, unlike this billboard which def is"
 

Said user User @JamaicanHemlock: "My (slightly informed) opinion on this, in light of it being juxtaposed with the statue at Epark: The mode of expression is what makes this contentious The statue though nude, does not exude sexual undertone This billboard though not nude, is quite sexual in nature"
 

Not everyone appeared troubled by the billboard. @bonafide_renzii observed that "the billboard did exactly what they needed it to do. It grabbed your attention," while @kantsak declared: "the billboard is fine. It's provocative. It's doing its intended purpose. Marketing. Give that department a raise". 

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