The Ahmedabad Municipal Corporation (AMC) has unveiled its Draft Outdoor Advertisement Policy, 2026, aiming to address the growing concern of visual saturation caused by digital billboards. As the city prepares to host the 2030 Commonwealth Games, the policy introduces a comprehensive framework to regulate outdoor advertising, treating human attention as a finite civic resource.
Visual Load Index: A New Metric
At the heart of the policy is the Visual Load Index (VLI), described by officials as a visual calorie count for streets. This index mathematically determines the allowable advertisement density on any road segment by weighting factors such as size, illumination, and motion. If a proposed advertisement pushes the VLI beyond a critical threshold, the permit is denied, regardless of the zone's commercial status.
Zoning Regulations
In residential zones, digital media is completely banned to preserve neighborhood sanctity, allowing only small-format static signs. Commercial and mixed-use zones permit a wider range of advertisements but under strict buffers. The policy ensures that no street segment exceeds its healthy share of cognitive bandwidth for citizens.
Safety Measures for Drivers
To prevent driver distraction, advertisements are prohibited within a 50-meter clear distance of any intersection on roads with design speeds of 60 km/h or more. The AMC will mark sight triangles on-site to maintain an unobstructed line of vision at corners. Variable Message Displays (VMDs) must hold a static frame for at least 10 seconds, with transitions limited to a gentle one-second fade. Zooming graphics, scrolling text, and full-motion video are strictly prohibited.
Brightness and Light Pollution Control
Brightness levels are capped relative to the environment. Daytime displays can reach up to 5,000 candelas per square meter, but nighttime sensors must automatically dim displays. Digital wall wraps must drop to 800 candelas to prevent light pollution. All digital assets must feature a hardwired fault mode, ensuring screens default to black in case of sensor glitches rather than strobing.
Special Provisions for Sabarmati Riverfront
The policy introduces Dark Sky rules for the Sabarmati Riverfront, dividing it into three sub-zones. The 25-meter River Edge (Sub-Zone A) is a commercial-free belt. In other zones, digital screens must be oriented away from the water to prevent ecological light pollution on the river surface.
Restrictions on Drone and Balloon Advertisements
Drone advertisements are restricted to event-based approvals, while floating balloons must be tethered with certified load-bearing cables and grounded during high-wind events. The policy also bans makeshift frames, prohibiting the use of bamboo or non-engineered scaffolds for any installation.
Compliance and Enforcement
All advertisements must comply with the Advertising Standards Council of India (ASCI) Code, the Cable Television Networks (Regulation) Act, and other applicable national laws. The AMC will enforce these rules to ensure road safety and reduce visual clutter as Ahmedabad modernizes for the Commonwealth Games.
