The collapse of an illegal billboard — a 14,400 square foot behemoth reportedly listed in the Limca Book of Records — in Mumbai, that killed 14 and injured 74 others, has sparked a heated debate about the growing menace of obtrusive out-of-home (OOH) advertising. This tragedy has put the spotlight on the lack of regulation for these giant billboards, raising urgent questions about their safety and the invasive presence they can impose on urban landscapes.
Experts say that the incident underscores the murky regulatory environment surrounding OOH advertising. “The tragedy highlights the need for basic hygiene and legalities that are often not followed and enforced. The industry must be tightly monitored to ensure proper oversight,” remarks Samit Sinha, founder and managing partner of Alchemist Brand Consulting.
This call for stricter regulation comes at a time when the out-of-home industry is rapidly expanding. According to a report by FICCI and EY, the industry grew by 13% in 2023, reaching Rs 41.6 billion. Premium properties and prime locations have driven much of this growth. Additionally, the report noted that active digital OOH screens have surpassed 100,000, contributing 9% of total segment revenues. This rapid expansion makes the need for regulatory clarity and safety measures more pressing than ever.
Authorities do seem to have stepped up after the incident. In fact, the BMC has been directed to remove 99 of the 179 oversized billboards on central and western railway land in the city. Delhi has followed in its footsteps with an audit of the structural safety of several hoardings.
But Atul Shrivastava, Group CEO, Laqshya Media Group points out, “OOH advertising encompasses much more than just billboards. It is the responsibility of the media-owning company to adhere to safety standards to ensure the safety of structures. This includes a comprehensive process involving soil testing, structural engineer-approved drawings and designs, material specifications, proper maintenance, and structural audits at regular intervals.”
Not only the size, experts highlight that the way these structures are placed and their potential to distract others must also be looked at. Points out Yasin Hamidani, director, Media Care Brand Solutions, “Some OOH advertising can be too invasive, dominating public spaces and contributing to visual pollution. It has the potential to distract drivers, obstruct views, and even pose physical risks, as evidenced by the tragic incident. Balancing the need for effective advertising with public safety and environmental considerations is crucial.”
Still, the advertising has historically proven to be an effective medium. So how must one approach it? Recommends Nisha Sampath, managing partner, Bright Angles Consulting, “OOH advertisers should move away from their approach of thinking conventionally. Consider ideas like in-metro advertising, which allow you talk to a captive audience while they are safe and seated to take your message.”
In the end, media companies must prioritise both safety and aesthetics, concludes Shrivastava, and ensure that their installations do not disrupt the city’s visual and physical space.