As the Brihanmumbai Municipal Corporation (BMC) closed its window for feedback on the new draft Out-of-Home (OOH) advertising policy on August 26, media owners in Mumbai are voicing their concerns over the potential implications of the proposed regulations.
Aimed at enhancing the city’s aesthetics and safety, the policy has elicited varied responses from key stakeholders in the OOH industry. Prominent players such as Pioneer Publicity, RoshanSpace Brandcom, and D S Mittle have highlighted challenges, the impact on client relations, and their proposals submitted to the BMC. Pioneer Publicity expressed concerns over delays in obtaining approvals under the new policy, which now requires renewals to be submitted three months in advance instead of following the calendar year. A spokesperson noted that this change could disrupt operations during peak business periods, potentially affecting their ability to meet client commitments. The added administrative burden and complexity could force a reallocation of resources, impacting overall efficiency and client satisfaction.
RoshanSpace Brandcom raised additional concerns about the policy’s decision to reduce the minimum distance between billboards from 100 metres to 70 metres. The spokesperson warned that this could lead to visual clutter and undermine the aesthetic standards that the industry strives to maintain, posing potential safety risks. The ambiguity surrounding what constitutes “illegal” billboards and the risk of arbitrary enforcement also creates uncertainty for media owners, complicating compliance and operational planning. D S Mittle highlighted how the new policy may exacerbate the very issues it seeks to address. While the 2008 policy aimed to curb visual pollution, the current draft appears to introduce more complexity by encouraging new advertising formats such as MUPIs and compound wall ads.
These formats could increase visual clutter, and the inconsistent application of distance criteria across various advertising mediums could lead to regulatory challenges and dissatisfaction among both media owners and the public. Client relationships have also come under strain due to the new policy’s restrictions. Pioneer Publicity noted the potential need to renegotiate contracts, as the policy’s uncertainties make it difficult to provide clear guidance to clients. RoshanSpace Brandcom expressed that the policy changes could lead to contract cancellations or renegotiations, jeopardising their financial stability and threatening long-standing client relationships. The restrictive measures may compromise the exclusivity and aesthetic appeal that clients expect, potentially affecting future investments.
As reported an uptick In client inquiries about the legality of their hoardings, leading to renegotiations and additional documentation efforts. Despite these challenges, they remain confident in their compliance and continue to reassure clients, anticipating that concerns will diminish as the industry adjusts to the new regulatory environment. In their submissions to the BMC, media owners have proposed several amendments to the draft policy. Pioneer Publicity has called for a streamlined approval process, particularly during peak business seasons, to minimise disruptions. They also advocate for clearer guidelines to prevent arbitrary enforcement. RoshanSpace Brandcom, meanwhile, has stressed the need for a more balanced approach, suggesting the involvement of reputable third-party institutions like IIT or VJTI in the certification process for billboard safety. They also urged the BMC to extend the feedback period to allow more comprehensive stakeholder engagement.
The hope among Industry stakeholders is that the BMC will consider these suggestions carefully and work towards a regulatory framework that balances safety and aesthetics with the practical realities of operating in the OOH sector. By fostering dialogue and collaboration, the OOH industry aims to ensure that the final policy supports the sustainable growth of outdoor advertising in Mumbai, enhancing the city’s urban landscape while meeting the needs of all stakeholders involved.
