Extend feedback timeline from 2 weeks to 2 months: IOAA to BMC
The BMC has stipulated Aug 26 deadline to invite feedback and suggestions from the public and stakeholders
The Indian Outdoor Advertising Association (IOAA) has urged the Brihanmumbai Municipal Corporation (BMC) to extend the deadline to submit their objections and suggestions on the draft Out-of-Home (OOH) advertising policy by one and a half months.
The 58-page draft OOH policy was released by the BMC on August 9 which is currently open for public suggestions and objections until Monday, August 26. Once approved, the new policy will oversee all outdoor advertising approvals, including digital formats, for the next decade from the date of issuance.
In a letter written to BMC commissioner Bhushan Gagrani on August 21 (e4m has a copy), the CEO of IOAA Praveen Vadhera wrote, “Due to the detailed nature of the draft guidelines, the current 15-day deadline, ending on August 26th, is proving insufficient for a thorough and comprehensive review. As you know, this policy will significantly impact both the business and the city, necessitating a careful and rigorous assessment.”
“Given the extensive implications of this policy and the complexity of the document, 15 days is inadequate for a meaningful contribution. Therefore, we respectfully request an extension of the timeline of 15 days to 60 days to ensure a thorough and productive response,” the IOAA letter stated.
Vadhera further writes, “This additional time will lead to a more balanced and effective policy that benefits all stakeholders and, more importantly, serves the city of Mumbai. We sincerely reiterate our request for this extension and the critical need for it.”
Explaining his point further, the IOAA official shared, “We have experienced considerable delays before; for instance, the policy proposed in 2018, which took four years to implement following a high court order in 2017, only came into effect in 2022. This history underscores the complexity of the task and the need for detailed scrutiny.”
Besides the complexity of the matter, multiple holidays such as Independence Day, Raksha Bandhan and Janmashtami between the release of the draft and submission of feedback (Aug 9 to Aug 26) have also limited the scope for industry deliberations in such as short span, some media owners told e4m.
Notably, the proposed policy has several contentious clauses that have irked the entire industry. Stakeholders feel that the policy will stifle the industry business, compromise on the aesthetics of Mumbai and may even fall short on safety. e4m published OOH media owners' major concerns in a detailed manner on Friday.
Salient features of the proposed policy
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Advertisers Liability for Accidents: Advertisers are solely responsible for all actions, suits, claims, damages, and demands arising from accidents involving their hoardings.
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Blacklisting of Advertisers: Advertisers can be blacklisted for violations. Blacklisting could be permanent or for a specified period, and those blacklisted cannot apply for new hoarding installations.
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Annual Licence Fee Increase: The advertisement licence fee will increase by 10% annually.
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Mandatory Insurance Coverage: Advertisers must have insurance coverage ranging from Rs 5 lakh to Rs 1 crore to cover potential losses or damages caused by hoardings.
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Restrictions on Hoarding Placements: Prohibits hoardings on building terraces, construction fences, dead walls, glass facades, footpaths, traffic islands, medians, and gantries.
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Restrictions on size: Caps the size of hoardings at 40 feet by 40 feet.
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Aesthetic Requirements: Advertisers must ensure that hoardings are aesthetically designed and maintained. Advertisements on buildings should respect the building's architectural features and not obscure them.
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Regulations for Digital Hoardings (DOOH): Digital ads must be turned off by 11 PM with an automatic timer. Advertisers must obtain a No Objection Certificate (NOC) from the Joint Commissioner of Traffic Police. Digital ads are permitted in malls, multiplexes, shopping centers, and commercial buildings, with static images only and a minimum dwell time of eight seconds. Flickering ads and video displays are prohibited.
