The Brihanmumbai Municipal Corporation (BMC) is poised to unveil a comprehensive draft policy aimed at overhauling the regulation of out-of-home (OOH) media in Mumbai, scheduled for release today, July 5th.
This initiative follows a tragic incident in Ghatkopar involving a hoarding collapse, resulting in 17 fatalities and over 75 injuries, prompting heightened scrutiny over the safety and governance of advertising structures. The draft policy is anticipated to introduce stringent guidelines that could redefine the landscape of outdoor advertising in the city. Key provisions include a ban on hoardings installed on rooftops and advertisements displayed on glass facades. Additionally, the policy mandates third-party insurance for all advertising structures and requires QR codes displaying agency details on hoardings, enhancing transparency and accountability.
State Minister Uday Samant recently notified the parliamentary assembly of Maharashtra’s intent to introduce a new policy governing hoardings across the Mumbai Metropolitan Region. The announcement coincided with the establishment of a committee chaired by retired Chief Justice Dilip Bhosle from the Allahabad High Court, tasked with investigating related issues and proposing regulatory reforms. Sources indicate that the BMC collaborated with Ernst & Young to draft the policy, ensuring comprehensive insights into industry best practices and regulatory frameworks. A dedicated seven-member committee, featuring experts from IIT Mumbai, played a pivotal role in formulating guidelines pertaining to luminosity standards and stipulating fixed operating hours for digital out-of-home (DOOH) screens.
The impending policy is set against the backdrop of enhancing public safety, streamlining urban aesthetics, and promoting responsible advertising practices in Mumbai. It reflects a concerted effort by BMC to address public concerns, foster industry compliance, and elevate governance standards within the outdoor advertising sector. The unveiling of this draft policy marks a significant milestone in Mumbai’s urban governance landscape, underscoring a proactive approach towards safeguarding citizens while facilitating sustainable urban development initiatives.
