Media Owners Challenge BMC's New Out-of-Home Advertising Policy

The Brihanmumbai Municipal Corporation (BMC)’s draft policy for Out-of-Home (OOH) advertising has caused significant concern among media owners. They argue that the BMC should have included them and other stakeholders in the formulation process, rather than relying solely on the input of “experts.”

The draft policy is believed to have been prepared in consultation with Ernst & Young, IIT Bombay, and VJTI. According to a media owner, BMC officials invited some media owners last month to present key features of the upcoming policy but did not share detailed information. Media owners were asked to provide feedback once the draft policy was made public. The Indian Outdoor Advertisers Association (IOAA) expressed its displeasure in a letter to the BMC, with IOAA CEO Praveen Vadhera emphasizing the need for stakeholder consultation.

BMC officials did not respond to requests for comment. e4m recently reported that the new OOH policy aims to ban rooftop hoardings entirely and potentially eliminate advertisements on glass facades throughout the city. Instead, billboards would be permitted on building compound walls and fences. The policy also proposes norms for luminosity and operational timings for digital OOH screens.

Industry Objections

The OOH players describe the draft policy as a “knee-jerk” reaction to the Ghatkopar tragedy, alleging that the proposals are "unjustified and irrational" and would make the city "ugly." They worry that the policy could further impact their business, which is already struggling due to crackdowns on hoardings in various cities in Maharashtra and a halt on new hoarding permissions. The sector, heavily affected by the prolonged lockdown in Mumbai during the pandemic, now faces additional challenges with the new policy.

During an interaction with e4m, OOH owners shared their objections to the draft proposals, seeking modifications.

Rooftop Hoardings: They argue that hoardings on commercial buildings should be allowed, as is common in international cities, to generate additional revenue.

Distance Criteria: They believe the 70-meter distance criteria between hoardings on the ground and those on terraces, facades, or dead walls should not apply. This distance should only apply to ground-to-ground hoardings larger than 100 square feet and should exclude kiosks or boards on metro piers.

Glass Facades: Media owners advocate for permitting advertising on glass facades, as previously allowed. They argue that more glass buildings will emerge with economic progress, and digital advertising on these facades can beautify the city and give it a modern look.

Dead Walls: They support advertising on dead walls without distance criteria, viewing this as an opportunity to generate extra revenue and enhance city aesthetics with digital media.

Compound Walls: They oppose advertising on compound walls, citing concerns about excessive clutter.

Cladding of Hoardings: Media owners object to the exclusion of ACP cladding from the new standard operating procedure for structural stability. They argue that ACP cladding, used globally, enhances the aesthetic appeal of hoardings and should be allowed with provisions for structural audits.

L-Shape Hoardings: They advocate for allowing L-shaped hoardings, noting that this format is becoming popular worldwide and should be treated the same as V-shaped hoardings.

The objections highlight the industry's desire for a more collaborative approach in policy-making, aiming to balance regulatory goals with business sustainability and urban aesthetics.