Exclusive: Mumbai Police freezes ‘No Objection Certificates’ for OOH hoardings

The Mumbai Traffic Police Department, which issues No Objection Certificates (NOCs) for installing out-of-home (OOH) hoardings in the city, has put all new proposals on hold until the Brihanmumbai Municipal Corporation (BMC) finalizes the policy on Guidelines for Display of Outdoor Advertisements 2024.

The BMC's guidelines for hoardings state that no illuminated, digital, LED, or LCD advertisements shall be permitted without an NOC from the Mumbai Traffic Police Department. Once issued, the Traffic Police Department’s NOC shall be considered permanent unless specifically revoked with prior notice to the BMC’s License Department.

According to a senior officer in the Mumbai Traffic Police Department, suggestions for the policy included that the hoardings should not obstruct pedestrian movement, and no hoardings will be allowed on footpaths. The department has also recommended that video advertisements be prohibited, gantries within city limits should only display traffic signage, and flasher lights on hoardings, which could distract drivers, should not be allowed.

Similarly, the traffic police have suggested that illuminated and Digital hoardings should be switched off at 11 p.m. A senior officer from the Mumbai Traffic Police Department on condition of anonymity said, “Until the new policy regarding hoardings is finalized, we have stopped issuing NOCs for installing OOH hoardings in the city. We are waiting for final approval from the BMC on the policy. We have suggested certain requirements that OOH agencies and permit holders need to meet before we conduct inspections to grant NOCs.”

The officer said, “During our meeting with the BMC, we made it clear that hoardings with flasher lights on highways or city roads will not be permitted as they distract motorists.”

Civic data shows that Mumbai is home to 1,045 authorized hoardings, of which 573 are non-illuminated, 382 are illuminated, and 70 are LED hoardings. These hoardings generated a revenue of Rs 100 crore last year.

A government panel was formed to establish guidelines for billboards in Mumbai. Members include Rakesh Kumar, who previously worked at the National Environmental Engineering Research Institute and now serves as the environmental specialist on the panel, along with Avjit Maji and Nagendra Rao Velaga from IIT Bombay, and Shreekumar from the Industrial Design Department.

The panel is led by Additional Municipal Commissioner (City) Ashwini Joshi, along with Joint Police Commissioner (Traffic) Anil Kumbhare, BMC's Deputy Commissioner (Special) Kiran Dighavkar, and Superintendent of License Anil Kate as members.