In a significant move to enhance road safety and regulate urban visual pollution, Mumbai's Brihanmumbai Municipal Corporation (BMC) has introduced comprehensive new guidelines for outdoor advertising that specifically target digital billboard brightness levels.
Key Changes in BMC's 2025 Advertising Policy
The newly released Policy Guidelines for Display of Outdoor Advertising 2025 establishes a strict luminance ratio of 3:1 for digital billboards, meaning these displays cannot exceed three times the brightness of their surrounding environment. This crucial limitation aims to prevent glare and visual distractions that could endanger road users, particularly drivers navigating Mumbai's busy streets.
Municipal Commissioner signed policy document states that these regulations replace all previous guidelines dating back to 2008, including subsequent circulars. The comprehensive framework covers various advertising mediums including hoardings, glow signs, bus queue shelters, construction site displays, and seasonal festival advertisements.
Specific Provisions and Exemptions
While implementing stricter controls on public road-facing digital displays, the BMC will continue permitting LED advertisements inside enclosed spaces such as shopping malls, multiplex theaters, commercial complexes, and petrol pumps. The policy also addresses newer advertising concepts that have emerged since the previous 2008 guidelines.
Notably, the corporation has authorized advertisements on construction barricades and external surfaces of buildings undergoing construction or repair work. This provision allows property developers to generate additional revenue while maintaining urban aesthetic standards.
Background and Implementation Timeline
The development of these updated guidelines gained urgency following the tragic Ghatkopar billboard collapse in May 2024 that claimed 17 lives and injured more than 70 people. This incident highlighted the critical need for comprehensive regulation of outdoor advertising structures in Mumbai.
The new policy draws from recommendations by a committee chaired by former Justice Dilip Bhosale and incorporates feedback from citizen consultations. The detailed guidelines became accessible on the BMC official website starting November 27, 2025.
Enforcement authority remains with the licensing department, which will continue to monitor compliance and take action against unauthorized advertisements under Sections 328 and 328A of the Mumbai Municipal Corporation Act, 1888. This ensures the corporation maintains legal backing for implementing the new standards across India's financial capital.
