Draft OOH Policy: MCGM mandates hoarding height at not more than 100 ft

Following the Ghatkopar hoarding collapse in May this year, which resulted in the loss of 17 lives, the Maharashtra Government has initiated a process to streamline the out of home (OOH) advertising space in the state, especially in Mumbai, that has one of the highest concentration of hoardings in the country.

The Municipal Corporation of Greater Mumbai (formerly known as Brihanmumbai Municipal Corporation) has been formulating the draft of a new, revised OOH advertising policy following the Ghatkopar incident, which is aimed at bringing in greater transparency, accountability and stricter norms to check violations.

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BMC’s draft OOH policy has extensive guidelines to regulate & streamline hoardings

As per the OOH policy guidelines listed on the Municipal Corporation of Greater Mumbai portal:

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 MCGM.
2. Permit will cease to exist after three months of expiry instead of six months.
3. Permission for hoarding near high tension wire will be subject to specific NOC from the concerned Electricity distribution company.
4. 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.
5. Policy promoting digital advertising has been introduced. All Malls, Multiplexes, Shopping complex, Commercial Buildings, Petrol Pumps can apply for digital LED advertisements, fees for which will be will be at par with non-digital advertisements. Additionally, all existing hoardings on terrace and with less than 100 metre distance between two hoardings can apply for converting their existing structures to digital hoarding structures.
6. Levels of Appeals against rejection/ cancellation orders have been simplified in the new policy. Appeal against the rejection/ cancellation of hoarding can now be filed directly before AMC (City).
7. The Advertiser has to obtain No Objection Certificate from Joint Commissioner of Police (Traffic) for illuminated or digital hoardings. This NOC will be deemed valid until there is any change in lateral size, lowering of height or change in position of the hoarding or any structural change.
8. In case of Government/ Semi-Government Authorities putting up name boards, illuminated/ non-illuminated/ digital hoardings or banners for display of civic messages, there will be no need to take permission from the MCGM. All offices of MCGM can put up hoardings/ banners for display of civic messages without any explicit need for permission for the same.
9. Policy regarding blacklisting of the advertiser/ permit holder for frequent violations on account of non-payment of fees has been introduced.
10. MCGM 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.
11. Review of decision taken regarding grant/ reject of permit on technical grounds will be done at DMC (Special) level. This will reduce a lot of delay on account of appeals.
12. The policy for grant of permission for display of banner has been incorporated in this Policy. The present Policy Guidelines supersede all previous circulars issued in respect of display of banners.
13. Photographs of all types of advertisement boards, hoardings, etc. are inserted in order to understand the concept properly.

As per industry sources, additions made to the policy guidelines include:

1. Hoardings can have maximum height of 100 feet from the ground level. No permission will be given beyond that height.
2. Hoardings to maintain a least 25 meter distance from stop line of each approach road at traffic junctions.
3. Illumination of all OOH ads will be switched off at 11 pm. For this, an automatic timer device needs to be installed.
4. No hoardings allowed on footpath/ Right of way on national highways.
5. Standard operating procedure for structural stability
6. E-tenders for all advertisements on MCGM premises
7. Denial of permission to set up hoardings on rooftops of buildings as well as glass facades.
8. All hoardings need to affix QR codes, which will reveal details of the owner, the agency, the date of issuance of the licence, and more.
9. A minimum distance of 70 meters has to be maintained between two large hoardings and a 30-meter distance between stationary vehicles. For foot overbridges and skywalks, the distance mandated is 10 feet.
10. Third party insurance made mandatory.