Weeks after the hoarding collapse in Mumbai’s Ghatkopar last month that claimed the lives of 17 people, the Brihanmumbai Municipal Corporation (BMC) has formulated a draft policy that focuses on the structural stability of hoardings and proposes strict norms for all outdoor advertisements on skywalks, foot over-bridges, at business premises and stationary vehicles. The policy, which also regulates digital OOH, is expected to have a significant bearing on the signage industry.
According to the draft policy – which will be available for public suggestions and objections from July 5 – a minimum distance of 70 meters has to be maintained between two large hoardings, 30 meters between stationary vehicles used for advertising, and 10 feet between ads on skywalks and foot over-bridges, media reports said.
Hoardings near high-tension wires would require a no-objection certificate (NOC) from the power distribution company. Illuminated and digital hoardings will need NOCs from the joint commissioner of traffic police.
All billboards will have QR codes, which will provide detailed information, including license date, validity, hoarding size, owner details, and contact information.
The policy includes guidelines for DOOH advertising, according to which illuminated digital hoardings – which allegedly distract motorists and cause light pollution – will be switched off by 11 pm. There will be limits on maximum illumination, contrast, and height of DOOH, which will be monitored.
Advertisers promoting social messages from government authorities will have to pay a fee and need permission from the municipal authorities. Mumbai has 1,027 hoardings, of which 67 are digitized, a media report said. Many others are pending for conversion.
Advertising on moving vehicles and water bodies will be explored. Floating advertisements, often seen on Mumbai’s coastline using floatels, are a growing trend.
License inspectors have been ordered to survey all existing hoardings in their jurisdiction and submit fresh reports regarding their size and the display of QR codes. Separate SOPs have been issued for existing hoardings.
