We meant OOH owners not advertisers, says BMC
Following e4m’s report about the ad industry’s concerns about the new BMC OOH policy, the civic body has clarified that in case of accidents OOH owners who will be held responsible and not advertisers
The BMC has clarified that as per BMC's new policy in case of accidents involving outdoor advertising it will be the OOH owners who will be held responsible and not the advertisers.
As per reports quoting a civic official, the OOH agency will be considered an offender and not the advertiser.
The applicant for the hoarding will be accountable and not the advertisers as the BMC deals with OOH agencies, the report further said.
The complaint in case of an accident will also be filed against the OOH agency and not the advertiser.
e4m had reported this morning (August 14) that BMC's new policy concerning outdoor advertising has sparked serious concerns within the advertising industry due to a contentious clause that places liability squarely on advertisers rather than media owners.
“Why should we bear the liability when media owners are directly responsible for the safety and maintenance of outdoor hoardings?” top advertisers and brand leaders told e4m.
Stakeholders argued that the nomenclature in the draft policy may be flawed, but until the BMC provides a definitive response, the industry remains in a state of uncertainty.
