Digital Billboard Ban On The Horizon? Mumbai Committee Weighs Safety vs. Revenue

In Mumbai, the demand for digital billboards is on the rise, but so are complaints from motorists regarding their intense light and distracting content displayed on highways and other roads. These concerns have prompted discussions within the municipal committee overseeing digital billboards, considering a potential ban on film-based digital hoardings, with a preference for illuminated alternatives in the future. Despite the significant revenue generated by digital billboards, the issue remains under deliberation.

The committee, chaired by Additional Municipal Commissioner Ashwini Joshi, convened at the municipal headquarters on Tuesday to address various aspects of digital billboards. Central to the discussions were concerns over the brightness of illuminated billboards, which often strain motorists' eyes on roads and expressways. Proposals included regulating the luminosity of these billboards, establishing criteria for measurement, and defining acceptable brightness levels.

Key Concerns In The Meeting

1. Distraction and Safety: There have been mounting complaints about digital billboards causing distractions, especially during evening and nighttime hours, posing risks to drivers and pedestrians alike.

2. Safety Measures: Municipal officials emphasized the urgency of consulting with relevant departments and experts to mitigate safety risks associated with digital billboards, aiming to make informed decisions promptly.

In response to these challenges, the municipality plans to procure essential equipment such as spectroradiometers and photometers to accurately measure the brightness of existing illuminated billboards. Additionally, stringent measures are being considered, including nightly inspections and penalties for violations, such as confiscating deposits from companies found violating regulations.