The Brihanmumbai Municipal Corporation (BMC) has announced a new policy to tighten controls on advertising in the city. This development came after a huge, illegal hoarding collapsed on a petrol pump in Ghatkopar, killing 17 people and injuring more than 80, 18 months ago,.
According to the new rules:
- Hoardings will not be larger than 40 feet x 40 feet.
- Advertising on pavements and building terraces will be completely banned.
- Digital hoardings will be subject to a 3:1 brightness limit and a ban on flickering.
- Digital/LED advertisements will now be visible only in controlled places like malls, multiplexes, commercial complexes and petrol pumps with permission.
- Advertisements can be placed on the exterior of buildings under construction/renovation.
- The BMC is now allowing multiple display formats – back-to-back, front-facing, L/V-shaped and 3-6-sided hoardings, but permission from the mumbai Traffic Police is mandatory.
- Revenue sharing also changes – 70% of revenue on government roads will go to the agency, 30% to the BMC; 100% of revenue will go to the BMC once the roads come under the BMC. Advertisers will also be required to pay advertising fees and municipal taxes.
- The new policy also includes a sponsorship model for beautification of roads, traffic and strip gardens. Companies, banks and developers can be sponsors; advertising agencies are not allowed. The agreements will be valid for 3 years.
BMC Commissioner Bhushan Gagrani said, “The new guidelines have been formulated to take Mumbai’s outdoor advertising standards to world-class levels, balancing the city’s beauty and commercial interests.”