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BMC issues new guidelines for OOH advertising space in Mumbai

04-February-2008
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BMC issues new guidelines for OOH advertising space in Mumbai

Following Bombay High Court’s ire against Brihanmumbai Mumbai Corporation (BMC) for its inaction against illegal hoardings, the Corporation has announced new policy guidelines, which were framed couple of weeks back, for outdoor hoardings in the metro.

Some of the new restrictions include: No illuminated hoardings within the line of vision of the driver; No hoardings at intersections within a distance of 25 metres from the stop-line of each approach road; No hoardings in a compulsory open space; and No glow signs permitted around traffic islands and signal junctions within a 25-metre radius.

Meanwhile, for ordinary hoardings permitted on terraces, they need to maintain a minimum distance of 5 metres between two hoardings and the maximum height of a hoarding should not exceed 18.3 metres from the ground and 12.2 metres from the terrace level.

The BMC has also framed new policy guidelines on the grant of permission for display of hoardings, sky signs and advertisements. The size of hoardings will be directly proportionate to the general average width of the abutting road, the largest standard size hoarding of 60’x 20’ would not be ordinarily permitted except when erected on buildings above a clear height of at least 10 metres. The renewal of the permit for the hoarding will be subject to submission of a structural stability certificate every two years. In addition, no projection will be allowed on a public road where there is no footpath. Moreover, an advertisement board must be in alignment, as far as possible, with any other previously approved hoarding.

The civic body has also laid out several duties and responsibilities for the permit holder agency. The agency is expected to ensure that the advertisement boards and hoardings are aesthetically designed, and it is also forbidden from displaying obscene matter. The colours on the hoardings should also have no resemblance to the colours of the traffic signal. In a bid to protect existing trees up to a distance of 10 metres on the BMC footpath on either side from the advertisement board, the agency will also be required to deposit Rs 2,500 for every existing tree as security deposit.

With these regulations and guidelines framed, at least on paper, it is yet to be seen how it translates into reality. With the mushrooming illegal hoardings across the city, visual clutter is at its high. In such a scenario, these guidelines might help bringing some order to the chaos.

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