Mumbai’s Ghatkopar Billboard Collapse Leads To Outdoor Policy Alterations

On 13 May, 2024, a massive 120x120 ft billboard in Mumbai's Ghatkopar suburb collapsed during heavy rainfall, resulting in 17 fatalities and over 75 injuries. 

The billboard fell onto a petrol station, crushing vehicles and people who had sought shelter from the downpour. Investigations later uncovered that the structure had been illegally constructed, exceeding the permitted size limit of 40x40 ft. 

The tragedy brought intense scrutiny to Ego Media, the advertising agency responsible for the billboard's installation. Bhavesh Bhinde, the company's owner, evaded authorities for three days before being apprehended in Udaipur. He has been charged with culpable homicide not amounting to murder.

The Brihanmumbai Municipal Corporation (BMC) has announced the immediate removal of all remaining hoardings located on Government Railway Police (GRP) land in Chheda Nagar, eastern Mumbai. 

In response to the tragedy, significant policy reforms have been introduced. In August 2024, the BMC unveiled the Draft Policy Guidelines for Display of Outdoor Advertisements, 2024. These comprehensive guidelines cover outdoor advertisements, political displays, and digital hoardings, implementing stricter regulations for both traditional Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising. 

The draft policy also places full accountability on advertisers, stating they will be ‘solely liable against all actions, suits, claims, damages, or demands of any nature’ in the event of accidents. 

The draft policy also introduces stringent penalties for violations, including the blacklisting of advertisers. The duration of blacklisting will depend on the severity of the offence, ranging from a fixed period to permanent exclusion, effectively barring offenders from applying for new hoarding installations. 

In addition, the policy mandates insurance coverage for hoardings, with coverage amounts set between Rs 5 lakh and Rs 1 crore to address potential damages or losses. 

To align with regulatory and operational demands, the policy proposes a 10 per cent annual increase in the advertising license fee. 

Key guidelines outlined in the policy include: 

• The maximum permitted size for billboards remains capped at 40x40 ft. 
• Permits will now require renewal every three months, replacing the previous six-month interval. 
• The previous system of varying hoarding sizes based on zones was deemed irrational. The new policy allows advertisers to install hoardings of any approved size anywhere within the BMC's jurisdiction. 
• New regulations for Digital Out-of-Home (DOOH) advertisements mandate that malls, multiplexes, shopping complexes, and commercial buildings must apply for digital LED advertising permits. 
• Advertisers must obtain a No Objection Certificate (NOC) from the Joint Commissioner of Police (Traffic) for illuminated or digital hoardings. Without this certificate, permits for such advertisements will not be granted or renewed. 
• All digital, LED, LCD, and electronic hoardings must be turned off by 11 pm. 
• Flickering advertisements are strictly prohibited. 
• Hoardings must not extend onto footpaths, roadways, rights of way, or traffic islands. Existing structures violating these guidelines will be systematically removed once their permissions expire. 
• Hoardings will not be permitted at heights exceeding 100 feet from ground level. 
• All pending proposals for new hoardings will be reviewed and processed in accordance with the updated policy guidelines. 
• A new provision introduces the blacklisting of advertisers or permit holders for repeated violations, particularly for non-payment of fees. 

EE News Desk

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