BBMP’s new ad policy gets green signal, targets ₹750 cr revenue

The Bruhat Bengaluru Mahanagara Palike (BBMP) has unveiled a comprehensive new advertisement policy aimed at regulating outdoor advertisements, eliminating unauthorized hoardings, and curbing the long-standing dominance of the so-called “advertisement mafia” in the city. This new framework is not only intended to ensure legality and accountability in outdoor advertising but is also expected to generate Rs 750 crore in annual revenue for the BBMP.

The move comes following a green signal from the Karnataka government and the High Court, which recently approved BBMP's draft rules after legal amendments were made and submitted. The new policy replaces previous loosely enforced laws, which had allowed illegal and unregulated ads to flourish, despite a court-imposed ban on flexes and banners in the city.

Why the new policy?

• To regulate and streamline outdoor advertising in Bengaluru.
• To plug revenue leakages and increase income through legally permitted advertising.
• To eliminate unauthorized advertisements, which had overwhelmed public spaces and cost BBMP crores in clean-up operations.
• In response to pressure from MLAs and civic activists to adopt a modern, transparent advertising model.

Key highlights of the new BBMP advertisement policy:

1. Revenue generation and tender-based allocation

• Advertisement rights to be awarded through tenders at the road, circle, and zonal levels.
• To participate in tenders, a mandatory fee of Rs 5 lakh must be paid.
• Ad rates are fixed based on local guidance value per square foot (rate slabs detailed below).
• BBMP expects Rs 750 crore in annual revenue from this policy.

2. Material and format guidelines

• Advertisers must use environmentally friendly materials.
• Unauthorized hoardings will attract double the licensed rate as penalty.
• Responsibility for removing illegal ads lies with zonal commissioners.

3. Flex and banner ban continues

• Flexes and banners remain strictly prohibited in core areas and heritage zones.
• Violators will face strict penalties.

Permitted & prohibited zones for advertisements:

Prohibited Locations (No Ads Allowed):

• Around Vidhana Soudha and High Court
• Kumar Krupa Road, Raj Bhavan Road, Sanky Road, Post Office Road, Chalukya Circle, Maharani College Road, KR Circle, Cubbon Park, Lalbagh premises
• NR Road, Hudson Circle, Palace Road
• Areas near temples, mosques, churches, and gurudwaras

Private shops and establishments:

• Shops below 150 sq. ft can display ad boards free of charge.
• Shops above 150 sq. ft must pay applicable fees.

Vehicle-based advertising:

Rate slabs based on local guidance value (Per Sq. Ft. per month):

Enforcement and accountability:

• Violations will be penalized at twice the approved rates.
• Zonal commissioners will be held accountable for illegal ad removals.
• All future ad installations will require prior BBMP approval.

Policy Impact and Expectations:

• BBMP anticipates improved civic aesthetics and urban cleanliness.
• The new system ensures legal clarity, transparency, and fair competition through open tenders.
• Expected to boost BBMP’s financial position without introducing new taxes.