BMC To Introduce Revised OOH Ad Policy By August End

Following the Ghatkopar incident, the Brihanmumbai Municipal Corporation (BMC) is set to release a newly revised OOH advertising policy by the end of August, according to reports.

The new policy, featuring revised guidelines and new provisions aims to enhance transparency, accountability and enforce stricter norms to prevent violations. On July 5th, BMC released the draft guidelines for public feedback.

The new policy includes stringent clauses such as capping hoardings' height at 100 ft, banning hoardings on footpaths and national highways and mandating automatic switch-off for Digital-OOH (DOOH) at 11 pm. No new hoardings will be allowed within 50 meters of statues of national importance.

Additionally, BMC may impose a complete ban on video or animated ads on DOOH based on traffic police recommendations as they can distract road users.

The draft policy, which is expected to impact OOH advertising in the city, also prohibits hoardings on rooftops and ads on glass facades. It mandates third-party insurance and QR codes with agency details on hoardings and enforces stringent rules for DOOH.

Prepared in consultation with Ernst & Young, the draft policy includes input from a seven-member committee including IIT Mumbai experts who have set rules for luminosity and fixed DOOH screen timings.

On July 1st, State Minister Uday Samant notified the parliamentary assembly that the Maharashtra government will introduce a new hoarding policy for the Mumbai Metropolitan Region. He noted that a committee led by retired chief judge Dilip Bhosle of the Allahabad High Court is currently examining the issue.

New Guidelines

The BMC portal outlines the new OOH policy guidelines.

• Permits will now expire after three months instead of six and permissions for hoardings near high-tension wires will require a specific NOC from the relevant electricity distribution company. While finalising the policy for granting permission for banners, boards and flags, special consideration has been given to the 'Code of Conduct' for political displays during elections.
• A policy promoting digital advertising has been introduced, allowing malls, shopping complexes, commercial buildings, petrol pumps and multiplexes to apply for digital Led advertisements. The fees for these digital ads will be comparable to those for non-digital advertisements. Existing hoardings on terraces or within 100 meters of another hoarding can be converted into digital hoarding structures.
• The new policy has simplified the appeals process against rejection or cancellation orders. Advertisers must obtain a No Objection Certificate from the Joint Commissioner of Police (Traffic) for illuminated or digital hoardings. This certificate will remain valid unless there is a change in lateral size, height, position or structural integrity of the hoarding.
• All MCGM offices can put up hoardings or banners for civic messages without needing explicit permission. The policy also introduces measures for blacklisting advertisers or permit holders who frequently violate regulations, particularly regarding non-payment of fees. Additionally, a new policy for granting permission to display banners has been incorporated, superseding all previous circulars on the matter.

Additional Guidelines:

• Hoardings are now limited to a maximum height of 100 feet from ground level. All illuminated OOH ads must be switched off at 11 pm, requiring the installation of an automatic timer device.
• Hoardings must maintain a minimum distance of 25 meters from the stop line of each approach road at traffic junctions and no hoardings are permitted on footpaths or 'right-of-way' on national highways. Additionally, permission to set up hoardings on rooftops or glass facades of buildings will be denied.
• The policy mandates the inclusion of QR codes on all billboards, which will display details about the owner, the agency, the date of issuance of the license and more.
• Third-party insurance is now mandatory for all hoardings. Only V-shaped back-to-back hoarding placements are allowed, while L-shaped placements are excluded.
• The minimum distance between two hoardings should be 70 meters and the distance between mobile and static hoardings should not be less than 30 meters. For foot overbridges and skywalks, a minimum distance of 10 feet is required.

Furthermore, structural audits of all hoardings are required every two years and geotechnical audits every five years. The maximum allowable life for a hoarding is set at 50 years from the date of the first approval.