Following SAGA’s landmark victory at the Competition Commission – a true “New Dawn” for South African actors – we would like to shed light on why this achievement is so critical, not just for our rights, but for the future of the entire South African film and commercial production landscape.
As you know, for too long, our industry has operated under a system that has denied us basic worker rights and left us vulnerable. Our fight for recognition and fair treatment has been long and arduous, and the Competition Commission’s decision was a monumental step forward.
However, this victory isn’t happening in a vacuum. Globally, the landscape of international production is changing rapidly, and our progress comes at a pivotal moment. You may have seen recent discussions about a downturn in international commercial shoots in Cape Town. While various factors are being cited, there’s a crucial element that directly connects to our fight for fair labour practices: the growing emphasis on ethical production and human rights.
The European Union’s Corporate Sustainability Due Diligence Directive, which came into effect last year, is a game-changer. It legally obligates major global companies – the very brands that often film commercials here – to ensure their entire supply chain respects human rights. This means they are now actively scrutinising the labour practices of everyone involved in their productions, including cast and crew.
For years, the lack of regulation in our industry has been marketed as a cost-saving “benefit” to international producers. But in a new era of corporate accountability, this very lack of protection is becoming a significant disadvantage. Global brands are increasingly wary of associating themselves with productions where workers’ rights are not guaranteed. The risk of reputational damage and legal repercussions under the EU directive is simply too high.
Think about it: why would a major European or American brand choose a location where the workforce is vulnerable to exploitation when other destinations offer both stunning locations and a commitment to fair labour standards?
Our victory at the Competition Commission, and the subsequent challenge by the CPA, is therefore about more than just our rights. It’s about positioning South Africa as a responsible and ethical production hub. By fighting for our ability to collectively bargain for fair wages, safe working conditions, and professional standards, we are directly contributing to the long-term sustainability of our industry.
The international community, including our allies at the International Federation of Actors (FIA), understands this. They have witnessed how robust labour practices in other countries create stability and attract international investment.
The CPA’s resistance to our progress is, in essence, a resistance to the evolving global standards that are increasingly influencing where international productions choose to film. By clinging to a model that prioritises cost-cutting through the denial of worker rights, they risk making South Africa an increasingly unattractive option for ethically conscious international clients.
Our path forward is clear. We must continue to fight for our rights at the Competition Tribunal and beyond. Our struggle is not just for ourselves; it’s for the future of a thriving and ethical South African production industry that can proudly attract and retain international partners who value both world-class talent and fair treatment for all.
This “New Dawn” is not just a moment; it’s the beginning of a fundamental shift towards a more just and sustainable future for all performers in South Africa. Your continued support and solidarity are crucial as we navigate this exciting and challenging new chapter.
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