BMC’s New Draft Policy for Outdoor Advertising

In response to growing safety concerns and the upcoming Maharashtra state elections, the Brihanmumbai Municipal Corporation (BMC) has introduced the “Draft Policy Guidelines for Display of Outdoor Advertisements 2024.” This comprehensive BMC’s New Draft Policy aims to streamline outdoor advertising across Mumbai, setting new standards and regulations for a variety of advertising formats.

Key Provisions of the Draft Policy

The draft policy covers a broad spectrum of advertising mediums, including traditional billboards, political ads, and digital hoardings. It operates under the framework of The Mumbai Municipal Corporation Act of 1888 and will be effective for a decade, unless revised sooner.

Standardization and Operational Changes

One of the major updates is the standardization of billboard sizes, now capped at 40 feet by 40 feet across all zones in Mumbai. This change addresses previous inconsistencies and simplifies the installation process for advertisers.

Permit renewal frequency has been reduced from six months to three months, reflecting tighter regulatory oversight. Additionally, the policy introduces stringent regulations for Digital Out-of-Home (DOOH) advertisements. Advertisers must secure permissions for digital LED ads in malls, multiplexes, shopping complexes, and commercial buildings, and obtain a No Objection Certificate (NOC) from the Joint Commissioner of Police (Traffic) for illuminated or digital hoardings.

Operational Restrictions

Digital displays face new operational restrictions, including mandatory shutdown by 11 pm to reduce light pollution and energy consumption. Flickering ads are banned, and any hoardings extending over footpaths or roadways will be phased out. The policy also imposes a maximum height restriction of 100 feet for new hoardings.

Accountability Measures and Financial Implications

The draft policy introduces several accountability measures:

• Liability: Advertisers are responsible for accidents related to their hoardings.
• Blacklisting: Non-payment of fees can lead to blacklisting, preventing future installations.
• Insurance: Required coverage ranges from ₹5 lakh to ₹1 crore for potential damages.
• Licence Fee Increase: The annual fee will rise by 10%.
• Online Services: The BMC is developing an online portal for permit applications and renewals.

Guidelines for Political Advertising

With the Maharashtra state elections approaching, specific rules for political advertisements have been outlined:

• Public Properties: No political ads on playgrounds, parks, government vehicles, or state transport buses during the Model Code of Conduct (MCC) period.
• Private Residences and Vehicles: Restrictions on flag sizes and vehicle banners, with bans on spotlights and hooters.
• Temporary Campaign Offices: Must be located away from sensitive areas and comply with size restrictions for banners.

Public Participation and Implementation

The draft policy is open for public suggestions and objections until August 26, 2024. After the consultation period, the final policy will govern all outdoor advertising approvals, including digital formats, for the next ten years.

How MyHoardings Can Help

At MyHoardings, we are committed to guiding our clients through these new regulations. For support with navigating the updated guidelines or to discuss outdoor advertising opportunities, contact us:

• Email: business@myhoardings.com
• Phone: +91-9953847639
• Website: www.myhoardings.com

BMC’s New Draft Policy aims to balance safety, aesthetics, and effective advertising, shaping Mumbai’s visual landscape in preparation for the upcoming elections and beyond.

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