The Brihanmumbai Municipal Corporation (BMC) has granted a two-week extension for public submissions on the Out-of-Home (OOH) advertising policy draft.
This move comes in response to substantial feedback and objections, including significant concerns raised by the Indian Railways, which operates under the Union Government and has voiced strong opposition to the current draft. The Initial deadline for public input on the draft, released by the BMC on August 9, was set for 5 PM on August 26. However, following a request from the Indian Outdoor Advertising Association (IOAA) for a two-month extension, the BMC has opted for a shorter, two-week extension to allow more time for stakeholders to submit their suggestions.
According to an official from the office of the Additional Municipal Commissioner (City), the decision to extend the deadline was made to ensure a comprehensive review process that adequately considers the concerns of all stakeholders. “We have extended the deadline to submit feedback and suggestions. A review meeting with stakeholders will be conducted before finalising the draft,” the official stated.
One of the primary points of contention is the role of hoardings installed on properties belonging to central agencies, such as the Railways. The Railways have objected to certain guidelines, arguing that the BMC, as a state agency, does not have jurisdiction over assets managed by the Central Government. This has prompted the BMC to consider refining the draft further, particularly in terms of clarifying the responsibilities associated with hoardings across the city and ensuring that safety guidelines are explicitly defined.
Moreover, the Mumbai Traffic Police have raised concerns regarding video OOH advertising and flasher lights within the city, citing potential safety hazards. A senior BMC official emphasised that the responsibility for any mishap related to hoardings will lie with the media owner or the permit holder, not the advertisers. “We are very clear that in case of any mishap, the media owner or the permit holder will be held responsible. We do not interact with advertisers,” the official clarified. This aspect of the policy is also under review, with the BMC considering adjustments based on objections received.
In addition to these issues, stakeholders have urged the BMC to reconsider its stance on prohibiting video OOH advertisements. Discussions with senior Government Railway Police (GRP) officials have also taken place, as stakeholders seek to navigate the complex regulatory environment and advocate for the inclusion of video ads in the final policy. As the BMC continues to refine the OOH policy draft, this extension provides a crucial window for stakeholders to influence the final version, ensuring that it addresses the diverse concerns of all parties involved.
