BMC issues stringent norms for DOOH; holds advertisers liable for accidents

The Brihanmumbai Municipal Corporation or Municipal Corporation of Greater Mumbai has released the draft policy guidelines for display of outdoor advertisements 2024. These new guidelines supersede the previous guidelines of 2008. This policy will be applicable for 10 years from the date of approval.

New additions to the guidelines:

1. Considering Mumbai’s commercial potential as Financial Capital of India, the earlier system of different sizes for different zones was found to be without any rationale and therefore, division of Mumbai in Zone 1/2/3 has been dispensed with. Now, the Policy allows Advertiser to put any size of hoarding (as defined in the Policy) anywhere in the jurisdiction of B.M.C.
2. Standard Operating Procedure for structural stability.
3. Permit shall be renewed 3 months in advance before the expiry of licence.
4. No hoarding shall be permitted near high tension wire.
5. While finalising the policy for grant of permission for banner / boards / flag, etc., adequate care has been taken to keep in mind the “Code of Conduct” to grant permission for political displays during elections.
6. Policy regulating digital advertising has been introduced. All Malls, Multiplexes, Shopping complex, Commercial Buildings can apply for digital LED advertisements.
7. The Advertiser has to obtain No Objection Certificate from Joint Commissioner of Police (Traffic) for illuminated or digital hoardings. In absence of an NOC from Jt. Commissioner of Police (Traffic), advertisement permit will not be granted / renewed for illumination.
8. Policy regarding blacklisting of the advertiser / permit holder for frequent violations on account of non-payment of fees has been introduced.
9. M.C is in the process of providing online services for grant and renew of permits. Accordingly, the procedure of scrutiny highlighted in the policy guidelines will undergo suitable changes.
10. Review of decision taken regarding rejection of permit on technical grounds will be done at Jt. / Dy. M. C. (Special) level. This will reduce a lot of delay on account of appeals.
11. Advertisements on B.M.C premises have been introduced by inviting e-tenders.
12. Advertisement permitted in lieu of operation & maintenance of public utilities.
13. Bank guarantee proportional to 6 months of licence fees.
14. Insurance of Rs 5 lakh to Rs 1 crore proportional to licence fees.
15. This policy shall be applicable to the hoardings on the seaward side under the jurisdiction of Maritime board.