City traffic police NOC for hoardings put on hold
The Mumbai Traffic Police Department has stopped issuing no-objection certificates (NOCs) for OOH hoardings in the city, media networks have reported quoting sources in the department. Approvals have been put on hold till the new BMC outdoor policy is finalised.
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As per a report, city traffic police officials have made suggestions regarding certain requirements that OOH agencies and permit holders must adhere to before inspections are carried out with respect to granting NOCs.
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BMC recently clarified that as per the civic body’s new policy in case of accidents, involving outdoor advertising, OOH owners will be held responsible and not the advertisers. Moreover, the OOH agency will be considered an offender and not the advertiser. e4m has recently reported that as part the upcoming DOOH advertising policy, the Municipal Corporation of Greater Mumbai has decided to appoint an agency, which specialises in lighting, to conduct a thorough study on “illuminance” of hoardings first. The civic body had earlier softened its stance and decided to allow video ads in controlled environments such as malls, bus depots, waiting areas and commercial buildings not exposed to vehicular movements for the time being.