Deadline extension on cards: Citizens, NGOs submit suggestions to BMC’s draft on outdoor advertising policy

“Of the total suggestions and objections that we have received, 35 came to us through postal services while 18 were registered with us online. Since we have received a good response from citizens, we are planning to extend the deadline since many citizens have asked us for an extension too,” Dighavkar said.

“Mainly there are two different kinds of suggestions that we have received. One is related to individual issues like allowing or disallowing erection of hoardings and billboards on societies and private buildings while the second type is related to general policy guidelines. The assessment is being carried out and following which hearings may be held,” Dighavkar said.

Meanwhile, of the total suggestions that BMC received, one was submitted by city-based NGO–Awaaz Foundation. The NGO has expressed its objection on the policy citing an absence of a scientific study on light pollution.

“The draft policy defines advertising material including lighted signs, LED, LCD, back-lit board, electronic display. We are concerned about the lack of restrictions on maximum permissible illumination and lack of restrictions on colour scale.

When bright or moving displays are placed on inappropriate heights, their glare causes road accidents as they interfere with the driver’s concentration,” read the foundation’s letter undersigned by founder, Sumaira Abdulali.
Similarly, in another letter to the civic administration, the trustees of city-based NGO–Watchdog Foundation–maintained that erection of hoardings and billboards should be prohibited in proximity to fully grown trees and digital advertisements should be banned on road medians since they distract the drivers making them susceptible to road accidents.

“There have been incidents where advertisers have illegally poisoned, hacked trees to ensure their billboards have better visibility. Also, billboards and advertisements should not be erected near traffic signals as they pose as distractions,” read the Foundation’s letter undersigned by trustees Godfrey Pimenta and Nicholas Almeida.

“In addition to structural stability certificate, BMC should mandate re-erection of large metal hoardings that have outlived their service life. In areas close to sea-front, corrosion-resistant steel structures should be used for erecting billboards,” the letter said.

Three months after an unauthorised hoarding in Ghatkopar came crashing on a petrol pump killing 17 people and injuring 75, the BMC has tightened its norms for city’s advertisers in its draft hoarding policy which includes blacklisting of advertisers for frequent violations on various grounds, including non-payment of fee.

The policy was approved by municipal commissioner and state-appointed administrator Bhushan Gagrani.

According to the civic body, the new policy guidelines will cater to all approvals for city’s outdoor advertisements, including digital hoardings, for the next 10 years from the date of the issuance.