BMC to prohibit gantry hoardings; aims stricter curbs on obscene or offensive DOOH
If the draft policy of the Municipal Corporation of Greater Mumbai for outdoor advertising has its way, Mumbai will have an entirely different perspective on advertising and all its offshoots. Besides several key proposals, including the prohibition on rooftop hoardings, ads on glass facades and video ads as reported by e4m in a series of reports over the last one month, the civic body now proposes to abolish gantry advertising.
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The BMC expert panel, which met on July 16, stated, “Gantry hoardings should be prohibited and only directional signs should be allowed.”
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The panel also recommended “hefty penalties” for non-compliance to ensure adherence to safety standards. The amount of the penalty has not been determined yet. Gantry advertising involves the installation of large, eye-catching structures, typically spanning over roads or highways, especially at toll plazas. These structures, known as gantries, serve as prominent advertising platforms, providing advertisers with extensive visibility to passing motorists and pedestrians. Gantry advertisements often feature large-format displays, LED screens, or billboards, showcasing brands, products, and promotional messages. BMC has also decided that the approval process for hoardings will be aligned with the approval process for mobile towers, ensuring a more streamlined and regulated approach. No offensive or obscene ads BMC states that offensive, obscene or distractive ads are strictly prohibited under sections 328 and 328(A) of the MMC Act 1888 in the upcoming outdoor advertising policy. Although these ads are already banned, the civic body aims to enforce stricter compliance to ensure adherence to the regulations. However, it remains unclear if BMC will redefine what constitutes obscene, offensive, or distracting advertisements to align with current standards and norms. It is also not known whether a new panel with experts from the social sector will be constituted for this job. DOOH restrictions The civic body has also prohibited DOOH installations on traffic islands, rights-of-way (ROW), and road medians.