In the aftermath of the Ghatkopar hoarding collapse, one of the biggest OOH accidents in the country to date, the Municipal Corporation of Greater Mumbai (MCGM or BMC) is all set to introduce stricter regulations for the Out-Of-Home (OOH) advertising sector. The civic body is currently in the final stages of preparing a fresh policy to govern the sector with more stringent norms. The draft policy proposes banning hoardings on footpaths and national highways and capping the height of hoardings at 100 feet, sources privy to the development told e4m. The draft policy proposes automatic switch-off for digital screens at 11 pm, blacklisting advertisers who violate norms, and requiring NOCs from the traffic police for illuminated ads. Additionally, the policy enforces insurance requirements with online permits and renewal being introduced. The policy also looks to implement the phased removal of existing non-compliant hoardings.
The upcoming draft policy will significantly impact the business of OOH owners and others whose livelihoods depend on the sector. Experts say restrictions on video and animated ads, height caps on hoardings, and the ban on hoardings on footpaths and near historical sites will reduce advertising space and revenue opportunities, and require massive relocation of already existing ads. The need for additional permits and adherence to stricter safety standards will likely increase operational costs. In the short term, these changes may lead to financial strain and job losses. However, in the long run, the focus on public safety and compliance could foster a more sustainable and responsible advertising environment.
The BMC may ban video and animated ads on digital Out-Of-Home (DOOH) billboards due to concerns from the traffic police about potential distractions leading to accidents. The civic body is also considering capping the luminosity of digital screens and banning hoardings on footpaths and near statues of historical importance. The policy also talks about removing the zone system and allowing hoardings throughout Mumbai under unified guidelines. These measures aim to enhance safety, and compliance and curb incidents like the Ghatkopar hoarding collapse. Media owners are concerned about banning video and animated ads on OOH, citing the global acceptance of such ads and calling for stakeholder consultations.
The policy, if enacted, has the potential to impact Mumbai’s DOOH market, which is rapidly growing and represents a major share of India’s OOH advertising sector, sparking reactions and concerns from media owners and advertisers alike.
(with inputs from Anjana Naskar)
