The Brihanmumbai Municipal Corporation (BMC) has unveiled its draft policy for outdoor advertisements, titled the ‘Draft Policy Guidelines for Display of Outdoor Advertisements 2024.’ This comes in the wake of a fatal hoarding collapse in Mumbai earlier this year.
The guidelines address traditional and digital outdoor ads, implementing strict measures for both. They are designed to complement existing regulations under The Mumbai Municipal Corporation Act, 1888, and related legislation. The new policy will be effective from its issue date and remain valid for ten years, or until a new policy is approved.
Key provisions include:
1. Billboards are limited to a maximum size of 40ft x 40ft.
2. Permit renewals will now occur every three months instead of six.
3. A unified size rule for all zones will replace the previous zone-based size system.
4. Malls, multiplexes, and commercial buildings must apply for digital LED advertisement permits.
5. A No Objection Certificate from the Joint Commissioner of Police (Traffic) is required for illuminated or digital hoardings.
6. Digital, LED, LCD, and electronic hoardings must be turned off by 11 pm.
7. Flickering advertisements are prohibited.
8. Hoardings cannot project onto footpaths, roadways, or traffic islands, and existing structures will be phased out upon permit expiration.
9. Hoardings cannot exceed 100 feet in height.
10. New hoarding proposals will be evaluated according to the new guidelines.
11. Advertisers can be blacklisted for frequent violations, including non-payment of fees.
12. BMC is working on online services for permit applications and renewals.
The policy holds advertisers responsible for any accidents or damage, with mandatory insurance coverage ranging from Rs 5 lakh to 1 crore. The ad license fee will increase by 10% annually.
Feedback on the draft is invited until August 26, 2024, by 5 pm.