Need for stronger regulation and accountability for the OOH industry

Time of India

18 hours ago

By Junaid Shaikh
For decades, out-of-home (OOH) advertising has been the heartbeat of public engagement, from towering highway billboards to eye-catching transit ads during the daily commute. In India, this sector is thriving and evolving, owing to the fusion of traditional formats with digital technology. Thanks to rising urbanization, tech-led innovations, and growing interest from advertisers, this medium is experiencing a renaissance.
According to a recent
EY report
, India's OOH segment grew by 10% in 2024, reaching INR 5,920 crore. This growth spans traditional formats, transit media, and
digital out-of-home (DOOH)
. Traditional media formats grew by 12%, driven by high-impact election spends and sustained demand from sectors like real estate, retail, FMCG, and education. Transit media now contributes 28% of overall OOH revenue, riding on the back of expanding metro lines, upgraded airports, and smart bus terminals. Airports remain the crown jewel of transit media, accounting for over 50% of their revenue. Meanwhile, DOOH is quickly becoming the next frontier of outdoor engagement. In 2024, DOOH revenues hit INR
700 crore
, comprising 12% of the overall OOH pie. This segment is growing at a CAGR of 24% and is projected to capture 17% of total OOH revenues by 2027.
OOH or DOOH is no longer a passive awareness tool; it's a high-impact, data-augmented, and contextually relevant brand medium for marketers. They offer unmatched visibility, high-impact brand storytelling, and the ability to connect with urban, affluent audiences in real time. To sustain this growth, the ecosystem needs more than just innovation; it needs smart, future-ready governance.
A fragmented industry in a connected era
Despite the industry's promising trajectory, India's OOH sector continues to grapple with infrastructural and regulatory inconsistencies. As the medium becomes more digitized and dynamic, the existing gaps in policy, safety standards, and data transparency are becoming harder to ignore.
Global cities have approached OOH regulation with a long-term vision, integrating ads seamlessly into urban aesthetics, but India remains a patchwork of approaches. Different cities operate like different countries when it comes to permissions, design standards, and enforcement. What's allowed in Hyderabad might be illegal in Pune. This disjointed regulatory landscape creates confusion for advertisers, municipal authorities and the public. The absence of a uniform accountability framework means that fly-by-night operators flourish alongside more ethical players. This not only compromises public safety but also affects the credibility and long-term viability of the medium. The result? Unsafe hoardings, cluttered visuals, and in some cases, tragic accidents.
The path forward isn't about rigid uniformity. It's about building a principle-led, locally adaptable framework that supports innovation while safeguarding public interest.
What does India need?
While a unified national policy might appear efficient on paper, India's vast diversity in urban infrastructure, administrative capability, and civic aesthetics renders a one-size-fits-all approach impractical. Instead, there must be a smart decentralized model, one aligned with the objectives of the Smart Cities Mission. This model would champion integration with the cityscape, ensure urban aesthetics are preserved, and prioritize citizens' experience.
Key tenets of such a framework should include strict safety compliance and mandatory structural certifications to avoid the growing risks associated with unregulated hoardings. Content guidelines must be clearly defined and enforced to maintain ethical advertising standards. Environmental checks should be non-negotiable, especially in an era where sustainability is no longer optional. Additionally, all advertising formats should align with the city's long-term development plans and visual identity.
Transparency is equally critical; public access to data about media ownership, licensing, and compliance should be made readily available to encourage accountability. With this approach, stakeholders, including advertisers, media owners, civic bodies, and citizens, can operate on common ground.
Conclusion
Change will only come if all stakeholders step up. Authorities must commit to consistent enforcement and transparent licensing. Advertisers need to value responsible partners over the cheapest option. Media owners should invest in compliance and innovation, not shortcuts. Industry bodies must standardize practices and act as watchdogs, not just aggregators.
OOH in India is on the cusp of transformation. By shifting from fragmented enforcement to a principle-driven, locally-tailored model, India can transform its OOH industry into a more responsible, safe, and aesthetically aligned extension of urban life.
(The author is the managing director of RoshanSpace Brandcom. Views expressed are personal
)