Illegal hoardings have long been a significant menace in urban areas, posing substantial risks to public safety and urban aesthetics. In cities like Mumbai, these unauthorized structures proliferate, often due to a combination of lax enforcement and the lure of lucrative advertising revenue. The recent tragic incident in Ghatkopar, where a 250-tonne iron hoarding fell during dust storms and unseasonal rains, starkly highlights the severe consequences of this negligence. The death toll, which has risen to 15, underscores the urgent need for stringent regulatory measures. The hoarding in question, an imposing 120×120 sq ft structure, far exceeded the permissible dimensions set by the Brihanmumbai Municipal Corporation (BMC), which allows a maximum size of 40×40 sq ft. This egregious violation not only reflects the audacity of those flouting the rules but also exposes the glaring gaps in monitoring and enforcement. Civic officials have confirmed that no permission was obtained for the installation of this billboard, revealing a blatant disregard for legal protocols and public safety.
The implications of such illegal hoardings are multifaceted. Structurally, they pose significant risks as many are not engineered to withstand severe weather conditions, leading to potential collapses that can cause loss of life and property damage. Aesthetically, these unauthorized advertisements contribute to urban blight, cluttering the cityscape and diminishing the quality of urban life. Furthermore, the unchecked proliferation of illegal hoardings undermines the efforts of urban planners and regulatory bodies to maintain orderly and safe environments. It is only in the aftermath of such tragic incidents that the government and civic authorities seem to awaken to the severity of the issue. The pattern of reactive rather than proactive governance is evident, as measures to curb illegal hoardings gain traction only when lives are lost, and public outcry reaches a crescendo. This incident in Ghatkopar should serve as a wake-up call, prompting a comprehensive crackdown on illegal hoardings and a reevaluation of regulatory frameworks to prevent future tragedies. Effective enforcement and regular inspections must become the norm rather than the exception, ensuring that the safety and aesthetic integrity of the city are preserved.
Should brands engage with legally commissioned ad mediums, and is it practically viable for operators to meet such demands?
“It is imperative for brands to engage exclusively with legally commissioned outdoor advertising mediums,” notes N Chandramouli, CEO, TRA Research.
According to him, this approach is not just a matter of legality but also a vital aspect of corporate responsibility and brand image preservation.
“The recent tragic incident highlights the potential repercussions on brand reputation when associated with unregulated advertising practices. Legally erected hoardings ensure compliance with safety and environmental standards, which are crucial given the controversies surrounding environmental damage, traffic hazards, and aesthetic disruptions caused by poorly regulated hoardings,” he notes.
“The viability for operators to meet these demands is high. The outdoor advertising industry is well-regulated in many regions, providing a clear distinction between legal and illegal advertising spaces. Operators can leverage this regulation framework to ensure all advertising mediums comply with legal standards, thus safeguarding the interests of both the public and the brands they represent,” Chandramouli added.
In light of such events, should government and local bodies revisit their laws concerning outdoor advertising?
Ramesh Narayan, Founder, Canco Advertising, said, “It needed 16 lives to be lost for us to examine this issue. Firstly, as I’ve always said, there are adequate rules in place. We need two things. On the one hand, advertisers to insist that the media person signs a declaration that he has abided by all the relevant rules in force. And secondly, we need a correct and lackadaisical government machinery to be held accountable if they do not do their job and check that all regulations have been adhered to.”
“I realize there’s nothing much we can do about the Neta Baby nexus but at least we, as an industry, can work along with our industry associations like the ISA and the AAAI to ensure that proper systems are in place to ensure we don’t endure this horror again,” Narayan underlined.
“I’ve said this in various contexts, and it is relevant here as well. Let’s not wait for the government to do something good. Let’s do it in spite of the government. And if brands and agencies show that they are holding the moral high ground, I am sure they will be blessed by the consumer. Fortunately, we have a consumer who places a premium on all things good,” he added.
“There is a pressing need for government and local bodies to revisit and rigorously enforce laws concerning outdoor advertising,” notes Chandramouli.
According to him, the underlying issue extends beyond mere regulatory compliance to encompass deep-rooted corruption within certain governing authorities.
“Enhanced transparency, regular safety audits, and stringent background checks for license applicants are essential measures that should be implemented. This restructuring requires not only the amendment of existing laws but also a strong commitment from the government to uphold these regulations diligently,” he added.
Biju Babu, Managing Partner, Go Ads, said, “The construction of these structures must adhere to the guidelines set by local government bodies. The OOH industry is a significant source of revenue for local administrations and governments, and it provides livelihoods for millions of people in our country. To ensure safety and compliance, state governments should establish a regulatory body responsible for approving structure plans and monitoring the engineering involved in the execution of these structures.”
According to Babu, such a panel could facilitate discussions and address the concerns of all stakeholders in the industry.
“This regulatory oversight would help ensure that the construction of advertising inventories is robust enough to withstand storms and earthquakes, thus fostering a safer and more sustainable OOH industry. By implementing these measures, we can enhance the overall safety and quality of OOH advertising structures, protecting both public safety and the interests of those who rely on this industry for their income. This would contribute to the creation of a healthier and more resilient OOH sector,” he added.
What are the potential repercussions for brands and outdoor advertising (OOH) operators in terms of cost and execution in adhering to these stricter regulations?
“While there may be an initial increase in costs associated with complying with stricter regulations, these should be viewed as investments into long-term brand safety and reputation,” notes Chandramouli.
For brands, adhering to legal and ethical advertising practices is crucial to maintain public trust and corporate integrity. The direct association of a brand with safety and legality can significantly enhance its public image, potentially leading to greater consumer loyalty and trust.
For OOH operators, while the execution of these standards may require more rigorous planning and verification processes, the long-term benefits include stability in operations and reduced legal risks. These changes are expected to encourage a healthier competitive environment within the industry, promoting innovation and improvements in safety and quality of service.
“Overall, the commitment to legal compliance and ethical standards in outdoor advertising should be prioritized over short-term financial implications, aligning with broader business ethics and social responsibility principles,” Chandramouli concluded.
