Maharashtra has unveiled a new hoarding policy that seeks to auction vacant government land for outdoor advertisements, setting the stage for a structured and revenue-driven approach to billboard placement across the state. The move comes at a time when the administration faces rising fiscal pressure and aims to tap alternative sources of income while addressing the growing demand for regulated advertising spaces.
Under the new framework, district collectors have been directed to identify government plots suitable for hoardings, inspect their viability, and conduct e-auctions for five-year leases. The policy mandates that bidders—whether individuals or organisations—must be residents of Maharashtra or registered in the state, possess accreditation with the Directorate General of Information and Public Relations, and have a minimum of five years’ experience in the advertising sector. Officials clarified that unsuitable locations will be exempt from the process, emphasising that the policy intends to balance commercial opportunity with safety, urban design, and public interest. Auction winners will also be required to provide government advertising space free of cost for seven days every quarter, ensuring that civic messaging remains accessible and visible across the state.
The lease terms include an option for renewal after five years, provided the bidder has no complaints against them and agrees to a 25 per cent increase in the auction price. Authorities expect this provision to generate predictable long-term revenue while maintaining accountability among advertising operators. Industry experts noted that the absence of a uniform policy for licensing billboard sites on government land has often led to ad-hoc decisions, uneven pricing, and unregulated growth of hoardings. By introducing a transparent auction system, the government seeks not only to formalise revenue flows but also to address issues of urban clutter, visual pollution, and civic safety.
Officials stressed that advertising has become a significant economic driver in modern times and can no longer be left unregulated. They also highlighted that the new rules align with broader efforts to professionalise urban land use while generating employment opportunities in the advertising and allied industries. However, urban planners have pointed out the importance of ensuring that the rollout does not compromise the state’s commitment to sustainability. They argue that billboard installations must adhere to eco-friendly standards, avoid obstructing natural landscapes, and ensure energy efficiency through practices such as solar-powered lighting.
While the policy reflects the government’s need to strengthen revenue streams, it also underlines the growing relevance of outdoor advertising in shaping public communication. As Maharashtra prepares to operationalise the auctions, the success of the initiative will depend on how effectively the state balances fiscal gains with equitable, safe, and environmentally responsible urban development.
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