As per the Municipal Corporation Ludhiana Outdoor Advertising By-laws 2014, which will soon be implemented in the city, the civic body on Wednesday said that all hoardings promoting brands installed without permission have to be removed within one week. In a major blow to thousands of shopkeepers across Ludhiana, additional commissioner Rishipal Singh, said that ‘within a week all shopkeepers have to remove the external brands being promoted through hoardings on their shops.’ Talking to Newsline, Singh said, “One can promote the name of their shops, facilities, logo etc but not external companies. Surrogate advertising has to be eliminated as per the new policy.” Singh added, “The direction is for all buildings promoting external brands and displaying ads without permission of the Municipal Corporation. After a week, the team will start survey and fine will be imposed on residents which will promote brands. One can advertise their own shop names and services but not names of brands.” The new bye-laws of 2014 state, “No advertisement shall be erected, exhibited, fixed or retained upon or over any land, building; wall, boarding, frame, post or structure or place within the city without the written permission of the Commissioner granted in accordance with bye-laws made under this Act.” However as per bye-laws, no permission is required if, “It is exhibited within the window of any building and if the advertisement relates to the reader, profession or business carried on in that building.” The law for on-premises advertising for self-advertising in category-4 of laws say, “The advertiser shall be only permitted to advertise the product/service/organisation name/logo that is being offered from the facility. No surrogate advertising shall be permitted on fascia sign.” Rishipal Singh further said, “For an example, one can promote his/her cellphone shop and its name, services etc but advertisement of particular brands cannot be done without the Municpal Corporation’s 's permission.” He added, “Similarly, if one is selling cellphones but promoting a soft drinks brand on its hoardings which has nothing to do with activity carried out in the shop, it is not allowed as per new laws.”
