Two years after Ghatkopar crash: BMC policy overhaul fails to curb illegal hoardings

Posted on 9th May 2026

Multiple media owners raise concerns that BMC's outdoor policy added complexity to the industry without addressing the root problem of illegal inventory

Nearly two years after one of the deadliest outdoor advertising accidents in the city’s history, the Brihanmumbai Municipal Corporation (BMC) continues to face sharp criticism for failing to curb illegal hoardings, even as it pushes ahead with an ambitious new regulatory framework for the out-of-home (OOH) industry.

On May 13, 2024, a massive 120x120 ft billboard collapsed onto a petrol pump in Ghatkopar during heavy rains and strong winds, killing 17 people and injuring over 75. The structure, erected by Ego Media, was nearly three times the maximum permissible size of 40x40 ft, making it entirely illegal. The incident exposed deep-rooted lapses in enforcement and triggered a sweeping review of Mumbai’s outdoor advertising ecosystem.

The fallout led to inspections, removals of unsafe structures, and eventually the rollout of the “Policy Guidelines for Display of Outdoor Advertisements 2025”—a detailed framework aimed at improving safety, streamlining permissions, and modernising the sector. Yet, industry stakeholders argue that the civic body has failed to translate policy into meaningful on-ground action.

Policy promises vs ground reality

The new policy, published in November 2025, comprehensively overhauled the regulatory landscape. It seeks to balance commercial growth with safety and urban aesthetics, while simplifying procedures and introducing stricter compliance mechanisms.

Among its key provisions are mandatory structural stability protocols, insurance requirements ranging from ?5 lakh to ?1 crore, and the introduction of a standard operating procedure (SOP) for hoarding design and audits. The policy also mandates multiple clearances, including No Objection Certificates (NOCs) from traffic authorities for illuminated or digital displays, and introduces blacklisting provisions for repeat violators.

In a significant shift, the BMC has also scrapped earlier zoning restrictions, allowing hoardings of permissible sizes to be installed anywhere across the city.

However, industry leaders say that while the policy is being strictly applied to licensed operators, illegal hoardings—often the most hazardous—continue to flourish.

“Hardly any evidence on ground”

Praveen Vadhera, CEO of the Indian Outdoor Advertising Association (IOAA), said illegal structures remain a major roadblock to the sector’s growth.

“Illegal hoardings continue to be an impediment in the growth of this medium,” Vadhera said. “They reduce the value of the medium since they can be priced lower than valid sites, but more importantly, these illegal sites hurt the credibility of the industry.”

Vadhera added that enforcement remains weak despite the policy framework being in place. “It is being applied while giving permissions and renewals, but there is hardly any evidence of it being applied on the ground,” he said.

He pointed to the opaque nature of illegal inventory as a key challenge. “It is near impossible to track these sites as the provenance is unclear, and there is often collusion involved. Invariably, the liability shifts to the brands on display rather than the media owners,” he said.

According to Vadhera, the IOAA recommended improving transparency by asking the BMC to share a database of approved hoarding sites.

“We had requested that if the database of approved sites could be furnished to us, we would publish it and inform advertisers to use only legal inventory. There has been no response from the BMC till now,” he said.

Rising costs, shrinking viability

Beyond enforcement concerns, the industry is also grappling with rising compliance costs under the new policy regime.

Vadhera flagged the annual escalation in licence fees as a major concern. “The year-on-year 10% increase in licence fees is pushing costs exponentially and making the business commercially unviable,” he said.

The policy outlines detailed fee structures, deposits, and financial obligations for permit holders, along with stricter timelines for renewals and compliance. While these measures are intended to formalise the sector, stakeholders say they disproportionately impact legitimate players.

Multiple media owners echoed similar concerns, stating that the policy has added complexity without addressing the root problem of illegal inventory.

“The compliance burden has gone up significantly—insurance, bank guarantees, multiple approvals—but illegal hoardings continue to operate freely. BMC has not learnt its lessons yet despite multiple people losing their lives during the Ghatkopar hoarding collapse,” said one operator. “The policy is affecting organised players more than it is cleaning up the ecosystem.”

Another industry executive added, “There is a clear mismatch. The rules are stringent on paper, but enforcement is selective. Illegal players undercut pricing, and that distorts the entire market.”

BMC maintains policy is being implemented

When contacted, BMC Commissioner Ashwini Bhide did not respond to queries till the time of publication. However, a senior civic official, speaking on condition of anonymity, defended the corporation’s actions.

“The policy for hoardings is in place and is being implemented,” the official said. “Illegal hoardings are removed from time to time, and audits are being conducted regularly. We have received support from stakeholders, and the policy is being enforced accordingly.”

The official maintained that safety remains a priority, particularly in the wake of the Ghatkopar tragedy.

Credibility at stake

Despite these assurances, the persistence of illegal hoardings continues to undermine confidence in Mumbai’s OOH sector.

The policy clearly states that permissions are site-specific and do not automatically legitimise any location, reinforcing the need for strict compliance and monitoring. It also lays out responsibilities for permit holders, including structural maintenance and adherence to safety norms.

Yet, without consistent enforcement, these provisions risk remaining largely procedural.

For an industry that thrives on visibility and scale, credibility is critical. As Vadhera summed up, “Unless illegal hoardings are addressed decisively, the entire ecosystem suffers—from media owners to advertisers.”

As Mumbai continues to position itself as India’s financial and commercial capital, the contrast between policy intent and ground reality raises a pressing question: can regulation alone fix a system where enforcement remains the weakest link?