Agencies, land owners oppose new ad policy

BENGALURU: Advertising agencies and land owners have opposed the Bruhat Bengaluru Mahanagara Palike (BBMP)’s new outdoor advertising policy which proposes a blanket ban on hoardings and restricts advertisements in several areas.
Not one of the agencies supported the Palike’s move to enforce the BBMP Outdoor Signage and Public Messaging Bylaws, 2018 in a recently held public hearing.In fact, most of the advertisers demanded they be granted 30-year permission for hoardings like those involved in public-private partnership (PPP) projects. They also felt the existing bylaws, which are more elaborate, should continue to regulate advertising.
The high court’s division bench headed by Chief Justice Dinesh Maheshwari will hear the matter on Wednesday. The HC has directed the BBMP to consolidate all the queries raised by people during the meeting.
“We’ll submit to the court the entire proceedings of the public hearing where all objections and views of those present have been noted. We’ll also convey our views to the government,” BBMP commissioner N Manjunatha Prasad said.
Nearly 50 people participated in the meeting. Wisdom Outlooks advertising agency, in its petition, said the intent of preventing all commercial billboards and hoardings is against commercial interests of the city and its citizens.
‘Move will lead to cost escalation’
The company argued that outdoor advertisement is the cheapest tool and removal of this will drive up advertisement and marketing costs .
“The existence of commercial advertisement has no bearing on public health and permission once granted should be for a minimum period of five years and renewed thereafter purely by virtue of payment of tax and submission of mandatory application,” the agency said. It claimed that given the narrow footpaths in Bengaluru, proposed PPP utilities such as bus stops and foot-overbridges with ad displays are a greater hazard.
Mother Advertising, another agency, insisted that outdoor advertisements should be permitted for 30 years as allowed on pedestrian bridges and underpasses.
PB Abdul Rahim of Cauvery Advertising Corporation said: “The harm caused to more than 5 lakh people involved in the outdoor industry both directly and indirectly has not been considered. Hence, all hoardings that had permission should be allowed to exist for 30 years.”
Manjunath Reddy, a resident of Iblur, said the new bylaws disallow deemed permission. “As a landlord, I have the right to generate revenue for my living as long as I pay all taxes.”