The Brihanmumbai Municipal Corporation (BMC) is preparing to introduce a new draft policy that will impose stringent regulations on digital hoardings in the city, including a complete ban on video advertisements on digital hoardings, citing safety concerns for motorists who may be distracted by frequently changing images.
The policy also proposes other measures, such as disallowing hoardings on footpaths and the right of way, and mandating that digital hoardings be switched off by 11 PM. These steps are part of a broader effort to enhance urban aesthetics and safety.
The draft policy will soon be available for public feedback, allowing citizens to submit their suggestions and objections before it is finalized.
We received three industry reactions to the BMC’s draft policy on digital hoardings, but on condition of anonymity.
A senior media planning executive commented, “While the safety concerns are valid, the complete ban on video ads could significantly impact the advertising industry. Digital hoardings are a dynamic medium that attract a lot of attention, and this restriction might reduce their effectiveness. We hope the BMC considers a balanced approach that addresses safety without stifling creativity.”
A professor of urban planning in a major institute said, “The proposed eight-second gap between static images is a sensible measure to minimize distractions for motorists. However, the requirement for permissions from the building proposal department could streamline the process and ensure structural safety, which is a positive step. It’s crucial that these regulations are enforced consistently.”
A jewellery store consultant for a local chain in Pune remarked, “Switching off digital hoardings by 11 PM is a good move to reduce light pollution and energy consumption. However, for businesses that rely on nighttime visibility, this could be a setback. We hope the BMC will consider exceptions for certain areas or events to support local businesses.”
The industry eagerly awaits the finalization of the policy, hoping for a resolution that balances safety concerns with the need for creative and effective advertising solutions.
