WEH drivers raise alarms over glaring digital hoardings on flyover

Motorists driving on the Western Express Highway are complaining about the light pollution caused by digital hoardings installed on the road medianOn Monday when midday travelled on the flyover we too witnessed that the advertisement units installed on the median of the AndheriJogeshwari flyover are excessively bright While driving on this stretch we felt that the intensity could serve as a distraction to both twowheeler and fourwheeler riders Motorist Mitasha Paintal who uses this road daily to reach her workplace expressed concern saying that the outdoor advertising panels on the medians are too bright for the safety of motorists and twowheeler riders as they cause distractionsMotorist Dhaval Shah who frequently travels via the Western Express Highway said ldquoBrightness and lumens standards need to be established or else people will lose their lives in accidents caused by such intrusive advertising panels installed on the median of the AndheriJogeshwari flyoverrdquo Karan Jotwani a printing press owner from Marol Andheri East said ldquoThe light intensity of the panels is too bright and can cause accidents by diverting driversrsquo attentionrdquoWhat is light pollutionLight pollution is the excessive use of artificial light harming both humans and wildlife and impacting the climate LED lights with their intense blue glow contribute significantly to this issue Digital advertising screens floodlights and blinking indicators used by stores further exacerbate the problem negatively affecting biodiversity and human healthIn response the Brihanmumbai Municipal Corporation BMC issued a Draft Policy on Outdoor Advertisements in August 2024 updating guidelines from 2008 This revision follows the deadly billboard collapse in Pant Nagar The Awaaz Foundation however has raised concerns about the policy urging stronger regulations It recommends setting specific illuminance limits for digital hoardings making the BMCrsquos committee reports public and enhancing monitoring The foundation also calls for more focus on the scientific basis for light pollution health and road safety in the policySumaira Abdulali founder and convenor of Awaaz Foundation told midday ldquoWe have been proposing the formation of a scientific committee to address the issue of light pollution Itrsquos crucial that the committee includes representatives from the public NGOs and medical professionals If such a committee already exists the BMC should disclose its detailsrdquoIn 2017 Abdulali raised concerns about harshly coloured LED lights installed at Juhu beach She noted that unlike air noise and water pollution people often overlook light pollution ldquoSadly there are no existing laws or guidelines to regulate light pollution It can distract motorists and disrupt sleep patterns Therefore the civic body must introduce stringent rules and set a maximum illuminance limit for digital hoardingsrdquoldquoIn most countries city lighting is regulated particularly in residential areas and on roadsrdquo Abdulali said ldquoThe illuminated billboards in Tokyorsquos Ginza district and New Yorkrsquos Times Square are restricted to commercial zones Even New York City renowned for its bright billboards and nightlife has recognised the harmful impacts of light pollution In 2021 the city enacted laws to curb nonessential lighting during nighttime hours and stricter regulations are under reviewrdquoImpact of light pollutiongtgt Scientists worldwide say that peoplersquos sleep could be impaired as a result of artificial lights which could be detrimental to human health and wellbeinggtgt Light pollution directly contributes to the decline of many insect species According to Buglife The Invertebrate Conservation Trust artificial light affects mating feeding navigation and developmentgtgt According to DarkSky International a group of 2000 volunteer advocates around the world light pollution affects migratory birds by disrupting their natural movement patterns or causing them to mate too early leading to declining populations Artificial light can cause nocturnal birds to wander off courseBattling lsquolight pollutionrsquoIn 2016 Nilesh Desai a Mumbai resident raised objections against the giant floodlights set up by Wilson Gymkhana in front of his house He complained about the ldquonuisancerdquo After a twoyearlong battle the government and Mumbai civic body ordered the lights to be taken down in 2018 However taking down the lights from Wilson College Gymkhana was just a temporary measure says DesaiFor the last nine years Desai who works in the information technology sector has been fighting against the excessive and obtrusive glare of floodlights in his neighbourhood He has filed numerous complaints with state and civic authorities about the nuisance of light pollution along Mumbairsquos Marine Drive a scenic curved beachfront promenadeDesai said ldquoThese digital hoardings on roads are distracting and dangerous for motorists On one hand the BMC is issuing a draft policy on digital hoardings and seeking suggestions and objections from the public and on the other hand they are granting permissions for bright hoardings with moving pictures on the median dividers This is so dangerous I have been studying this issue and seeking legal options on light pollution However I was waiting for the BMC to finalize the digital hoarding policyrdquoBMCrsquos draft policy on outdoor advertisements issued in August 2024Key guidelinesGeneral Provisions The policy addresses both traditional and digital outdoor advertising updating terms for previously approved billboardsSafety and Aesthetics The main objectives are to enhance safety minimize visual clutter and maintain the aesthetic integrity of the cityDigital Advertisements Digital billboards will have a minimum static image display time of eight seconds The use of video on digital billboards and gantries is prohibitedContent Restrictions Content deemed offensive obscene or distracting is banned under Sections 328 amp 328A of the MMC Act 1888Additional policy detailsStructural Stability Implementation of a standard operating procedure to ensure the structural integrity of hoardingsRenewal of Permit Permits must be renewed at least three months before expirationProximity Restrictions Billboards are not to be erected near hightension power linesPolitical Advertising Specific provisions are included for political advertising during election periods adhering to the established electoral code of conductDigital Advertising Opportunities Digital LED advertising is permitted for malls multiplexes and commercial buildingsRequired Approvals A noobjection certificate from the joint commissioner of police traffic is mandatory for illuminated or digital billboardsEnforcement Frequent violations or failure to pay fees can lead to advertisers or permit holders being blacklistedBMC Premises Advertising Advertising opportunities on BMC premises will be managed through etenderingPublic Utilities Advertising is allowed in exchange for the operation and maintenance of public utilitiesFinancial Guarantee A bank guarantee equivalent to six months of license fees is required from advertisers