Mumbai's new draft hoarding policy targets visual clutter

The Brihanmumbai Municipal Corporation (BMC) is proposing a stricter approach to outdoor advertising in Mumbai with a brand new draft policy for hoardings. This policy goes beyond traditional billboards, encompassing advertisements on skywalks, balloons, stationary vehicles, and even business premises.
The draft policy specifies that there must be a minimum distance of 70 meters between two large hoardings, 30 meters between stationary vehicles used for advertising, and 10 feet between advertisements on skywalks and foot over-bridges. In addition, hoardings near high-tension wires will require a No-Objection Certificate (NOC) from the power distribution company, while illuminated and digital hoardings will need an NOC from the joint commissioner of traffic police.
A significant feature of the draft policy is the implementation of QR codes on all billboards. These QR codes will provide detailed information, including the date of license issuance, its validity, size of the hoarding, owner details, and contact information. The policy also includes guidelines for digital out-of-home (DOOH) advertising, aligning with modern advertising trends.
The BMC has proposed that advertisers promoting social messages from government authorities will be subject to fees and will need permissions from the BMC. Additionally, advertisers with frequent non-payment violations may be blacklisted. The policy mandates that illuminated digital hoardings be switched off by 11 PM.
BMC has directed its license inspectors to submit fresh reports within seven days regarding the size of hoardings and the display of QR codes. A meeting is scheduled for next week to discuss further additions to the draft policy, which will then be placed in the public domain for suggestions and objections from citizens.
This new policy by the BMC signifies a move towards a more organized and controlled outdoor advertising landscape in Mumbai. It prioritizes safety, transparency, and aims to reduce visual clutter in the city.