It’s premature to say we’re going to court: IOAA CEO on BMC’s draft outdoor ad policy

The Brihanmumbai Municipal Corporation (BMC) has introduced a draft policy aimed at reshaping outdoor advertising in Mumbai, but the Indian Outdoor Advertising Association (IOAA) has voiced significant reservations about its approach and potential impact.

Praveen Vadhera, CEO of IOAA, expressed strong concerns regarding the lack of industry consultation in the policy-making process. “Our primary goal is to ensure that stakeholders are actively involved in the creation of the policy before it’s finalised,” he stated. Praveen described the current process as “unilateral and disconnected,” leading to a draft policy that, in his view, is fundamentally flawed. “There are numerous issues within this policy,” Praveen continued, “and it’s crucial to recognise that it’s regressive, not progressive. The industry’s input has been completely overlooked, which is a major oversight.”

The new policy introduces stricter regulations on billboard sizes, digital displays, and operational timings. While Praveen acknowledged the importance of safety, he cautioned that the policy should not come at the expense of the industry’s vitality. “While we understand and are prepared to enhance safety measures,” he said, “The policy should not be so restrictive that it stifles the industry’s growth and innovation.”

Another key concern is the policy’s potential impact on the city’s visual landscape. Praveen argued, “Instead of enhancing the city’s aesthetics, this policy could very well diminish them. We must strike a balance between safety, aesthetics, and industry needs.”

Regarding speculation that the IOAA might take legal action against the BMC, Praveen clarified that no final decision has been made. “It’s premature to say we’re going to court. The Steering Committee has not reached any conclusion yet,” he explained. The IOAA is actively seeking to engage with the BMC and the state government to resolve these issues constructively. “Our aim is not confrontation, but collaboration,” Praveen emphasised. “We want to work together to create a policy that is fair, inclusive, and beneficial for all parties involved.”