A tragic hoarding collapse in Ghatkopar that resulted in 17 fatalities and 75 injuries, the Brihanmumbai Municipal Corporation (BMC) has introduced a stringent set of guidelines for outdoor advertising in Mumbai.
These updated regulations, approved by BMC Commissioner, aim to enhance safety and streamline the management of hoardings across the city. The draft policy is now open for public feedback until August 28. The revised policy introduces several critical measures to regulate both traditional and digital hoardings. One of the key changes is the provision for blacklisting advertisers who frequently breach regulations.
Grounds for blacklisting include non-payment of fees, violations of permit conditions, and convictions for fraudulent business practices. Blacklisted advertisers will face restrictions on applying for new hoarding permits, either permanently or for a specified duration. The new guidelines mandate that hoarding permits be renewed at least three months before their expiry, a reduction from the previous six-month timeframe. Additionally, advertisers will now be required to secure insurance coverage ranging from INR 5 lakh to INR 1 crore to cover potential damages and losses associated with hoardings.
The BMC’s previous policy, which expired in 2018, had not been updated since 2008. The new draft also specifies where hoardings cannot be displayed, including on building terraces, construction fences, dead walls, glass facades, and locations such as footpaths, traffic islands, and under high tension lines. The maximum permitted size for hoardings has been capped at 40 feet by 40 feet. The BMC has laid out new regulations for digital hoardings. These will be allowed in malls, multiplexes, shopping complexes, and commercial buildings. The rules stipulate that digital ads must display static images with a minimum dwell time of eight seconds and prohibit flickering and video displays.
All digital ads must be switched off by 11 pm. Additionally, advertisers are required to obtain a No Objection Certificate from the Joint Commissioner of Traffic Police to secure permits. To further enhance oversight, the BMC plans to engage a specialised agency to conduct field surveys and collect public feedback on digital hoarding illumination levels. This agency will also explore the feasibility of installing sensors and cameras to monitor these levels in real-time. A committee comprising senior civic officials, the Joint Commissioner of Police (Traffic), IIT Bombay experts, and a JJ Hospital associate professor has been tasked with formulating the LED hoarding policy.
