IOAA Suggests Significant Changes to BMC Outdoor Advertising Policy

The Indian Outdoor Advertising Association (IOAA) recently released a statement regarding the BMC Draft Policy Guidelines, highlighting the need for a broader vision for out-of-home (OOH) advertising. The IOAA believes that the guidelines should go beyond mere restrictions on hoardings and signages and encompass the evolving landscape of outdoor advertising.

In their statement, the IOAA commended the BMC for taking steps towards improving safety in outdoor advertising. However, they also pointed out some fundamental conceptual gaps in the guidelines. The IOAA is currently working on a response to address these anomalies before the deadline of 26th August.

Outdoor advertising, now commonly referred to as Out of Home Advertising, has evolved to include a wide range of formats beyond traditional hoardings. The IOAA argues that the guidelines need to acknowledge this evolution and consider the diverse nature of OOH advertising. They stress the importance of government support at all levels to encourage the growth of this medium while also ensuring that it is regulated to protect city aesthetics.

The IOAA emphasizes the need for a balanced approach to regulation, as both too little and too much regulation can have negative consequences. They point to successful examples of OOH advertising in advanced nations where local authorities, advertising practitioners, and citizens have collaborated to enhance urban infrastructure in a mutually beneficial way.

The IOAA suggests that the BMC guidelines should be informed by international best practices and involve consultation with subject matter experts who have experience in designing OOH guidelines for major cities worldwide. They also highlight the importance of integrating OOH advertising into city development plans and collaborating with urban planners to ensure a holistic approach.

One key proposal from the IOAA is the creation of a database of legal OOH advertising sites permitted by the BMC, which would be made publicly available through the IOAA website. This initiative aims to increase awareness among advertisers and media agencies about legal sites and discourage the use of illegal hoardings.

Additionally, the IOAA points out ambiguities in the current guidelines, such as vague language that could lead to multiple interpretations and loopholes for exploitation. They stress the need for clearer and more specific guidelines to ensure the safe and aesthetic implementation of OOH advertising structures.

In conclusion, the IOAA calls for a deeper intervention in the BMC Draft Policy Guidelines to reflect the significant evolution and changes in the OOH advertising landscape. By adopting a broader vision and consulting with industry experts, the guidelines can better support the growth of outdoor advertising while maintaining the integrity of city aesthetics.