BMC To Extend Feedback Deadline Concerning OOH Draft Policy

The Brihanmumbai Municipal Corporation (BMC) has decided to extend the feedback deadline for its draft Out-of-home (OOH) advertising policy by 8-10 days. A formal notification in this regard is expected later today, sources reveal.

The Indian Outdoor Advertising Association (IOAA) in a letter last week urged the Brihanmumbai Municipal Corporation (BMC) to extend the timeline to submit their objections and suggestions from two weeks to two months.

The 58-page draft was released by the BMC on August 9 and was open for public suggestions and objections until today, August 26 by 5 pm.

Once approved, the new policy will oversee all outdoor advertising approvals, including digital formats, for the next decade from the date of issuance.

In the letter, IOAA CEO Praveen Vadhera emphasised that the current 15-day review period is insufficient given the policy’s broad implications and complexity.

Besides the complexity of the matter, multiple holidays such as Independence Day, Raksha Bandhan and Janmashtami between the release of the draft and submission of feedback (Aug 9 to Aug 26) have also limited the scope for industry deliberations in such a short span, some media owners told e4m.

Notably, the proposed policy has several contentious clauses that have irked the entire industry. Stakeholders feel that the policy will stifle the industry business, compromise on the aesthetics of Mumbai and may even fall short on safety.