BMC’s New Policy Tightens Outdoor Advertising Rules

The Brihanmumbai Municipal Corporation (BMC) introduced its first comprehensive policy for outdoor advertising, designed to enhance public safety and maintain the aesthetics of Mumbai. The policy follows the tragic collapse of an unauthorised hoarding in Ghatkopar three months ago which led to 17 fatalities and 75 injuries.

The 58-page draft policy, now open for public suggestions and objections until August 28, proposes a decade-long regulatory framework for outdoor advertising approvals, including digital formats.

An aspect of the new norms is the accountability placed on advertisers in the event of any accidents. Advertisers will be held solely liable for any legal actions, claims or damages arising from incidents involving their advertisements. To enforce compliance, the policy includes provisions for blacklisting advertisers found in violation. Blacklisted entities will be barred from applying for new hoarding installations with the duration of the blacklist varying based on the severity of the offence. 

Additionally, the advertisement license fee will see an annual increase of 10 per cent. To mitigate risks, the policy mandates insurance coverage ranging from Rs five lakh to Rs one crore to cover potential damages or losses caused by hoardings.

The draft policy outlines stringent regulations on hoarding placements, banning their installation on building terraces, construction fences, dead walls, glass facades, footpaths, traffic islands, medians and gantries. The maximum size for hoardings is capped at 40 feet by 40 feet.

The policy also emphasises adherence to a 'Code of Conduct' for granting permissions for political displays during elections. Outdoor advertising media owners must ensure that hoardings are aesthetically designed, framed and well-maintained. Advertisements on buildings must complement the scale, proportions and architectural details of the structures they adorn without compromising the buildings' character or obscuring key architectural features.

These measures are aimed at ensuring both the safety of citizens and the maintenance of Mumbai's urban landscape, addressing concerns that have long been associated with outdoor advertising in the city​