MCGM new draft ad policy in a limbo still

The draft policy is being internally discussed, but no headway yet on finalisation of the draft provisions

The new draft ad policy (Policy Guidelines on the Grant of Permission for Display of Sky-Signs and Advertisement under Section 328 & 328 A of MMC Act 1888) of Municipal Corporation of Greater Mumbai (MCGM) that was circulated by the urban local body more than a year ago to obtain key stakeholder feedback, is still under wraps.

The draft policy document contained provisions relating to DOOH media and other civic-amenities linked media, promising to set new benchmarks in the regard to progressive policy norms governing OOH advertising. However, senior officials of the concerned advertising department of MCGM when contacted for an update on the status of the ad policy maintain that the policy matter is still being discussed.

In July this year, Anand Laxman Wagaralkar Joint Municipal Commissioner (Special) of MCGM, had told Media4Growth that “healthy discussions are being held” on the draft ad policy and that the policy should be out soon.

Sources told Media4Growth that a meeting was held in MCGM yesterday involving senior officials of the advertising department and licensing department and some changes to the policy provisions are being considered. The draft policy otherwise awaits the approval of MCGM Commissioner. Officials are not open to sharing the reasons for the delay in the finalisation of the draft policy.

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