1. Need for the policy
The control of outdoor advertising has been given low priority over the years by the authorities. However, with the recent release of the advertising policies by certain cities, a shift can be seen in the attitude and approach of the governing bodies.
The authorities are now increasingly aware of the impact of large format advertising on the environment and on the lives of people who come across them. It is also believed that all the Large Format Advertising (LFA) are not hazardous but they may pose a threat to the lives of people by causing undue distraction. A large number of LFA on the roads and buildings leads to visual clutter and also damages the character of a city.
With this background, New Okhla Industrial Development Authority (NOIDA) intends to bring a large format advertising policy which would ensure road safety and balance the city aesthetics with the revenues generated by advertisements.
2.1 Large format advertising devices
Large format advertising device would mean any device with an advertising panel of 15 sq m or over, free standing or attached to infrastructure including buildings or overhead bridges lying with in the notified boundaries of the city - Noida, and visible from, Authority-controlled roads.
Following devices would classify under this category:
- Wall Mounted Panels
- Devices attached to overhead transport infrastructure such as Over Bridge Panels, Flyover Panels, etc.
- Building Wraps
- Devices on metro pillars erected by DMRC
Note: The advertising devices on metro pillars erected by DMRC may or may not fall under the definition of LFA, they will be required to adhere to the guidelines defined in this Policy.
Agency means an applicant who may be an individual, registered charitable organisation, firm, partnership or a company incorporated under the Companies Act, 1956.
The Authority means the New Okhla Industrial Development Authority (or NOIDA).
Billboard means a structure or surface mounted on poles (unipole or bi-pole) above the ground, with character, letters or illustrations applied thereto and displayed in any manner whatsoever, out of doors, for purpose of advertising, or to give information to public and also includes advertisement by using neon bulbs/lamps/lights, which flash and appear in a synchronised manner in one or more different colours.
2.5 Building wrap
Building wrap means an LFA displayed on any building frontage usually stretched across the building frontage or on the scaffolding of a building under construction or repair or by sticking or fixing it to a glass frontage or window.
Gantry means an LFA affixed on a gantry erected across a road and usually fabricated of metal section pillars fixed on either side of a road with a beam shaped section connecting the top of the pillars across the road with the advertisement on the face opposite to the direction of traffic.
Hording means a structure or surface mounted on any building, with character, letters or illustrations applied thereto and displayed in any manner whatsoever, out of doors, for purpose of advertising or to give information to public and also includes advertisement by using neon bulbs/lamps/lights, which flash and appear in a synchronised manner in one or more different colours.
2.8 Overhead transport infrastructure
Any overhead infrastructure with in the boundaries of Noida and which necessarily performs a transport function and is not provided for the sole purpose of sign display such as foot over bridge, over bridges flyover, etc.
Tri-vision means the LFA that uses rotating triangular panels in a synchronised manner such that the three faces of the triangular section are seen one after the other displaying three different advertising messages. These could be illuminated or non-illuminated.
3. General permission criteria
3.1 Site selection
Proper procedure shall be followed by the Agency for deciding the final location of LFA devices/ structures/ various sites/ locations. Site selection shall be in conformity with local safety and traffic rules.
Some of the road safety rules which need to be adhered to are listed below. An LFA should not:
- Interfere with the effectiveness of traffic control device (e.g. traffic light, stop sign).
- Distract the driver at a critical time (e.g making a decision at the intersection).
- Obscure a driver's view of a road hazard (e.g. at corners of the road).
- Be situated at locations where the demands on drivers' concentration due to road conditions are high such as at major intersections or merging and diverging lanes.
- Be a dangerous obstruction to other infrastructure, traffic, pedestrians, cyclists or other road users.
Accordingly, the Agency should clearly identify the location of LFA on the site plan. The site plan should include immediate environment, clearly demarcating the physical traits of the area, showing to scale road widths, clear zone, surrounding building line, entry and exit of building sites, parking areas, any other traffic or government sign, traffic light, intersections, drains, etc. A photographic survey shall be submitted along with the drawings for better understanding of the location.
3.2 Lateral placement
The LFA device shall be located beyond a clear zone as per IRC rules - IRC: 46-1972.
LFA should not be permitted:
- In medians
- On traffic islands and where carriage ways diverge
- On footpaths
- Where footpath does not exist, advertisement device should not be permitted within 3 m of existing carriage way of the road.
- Where footpath exists, the advertising device shall be permitted 3 m after the footpath as measured from outer edge of the footpath.
- On roads where service road/lane exists, the advertising device shall not be permitted with in 1.5 m from the outer edge of the services road/lane.
Attachment of an LFA device to overhead infrastructure controlled by the Authority may be permitted subject to the following permission criteria.
- On roads where the overhead transport structure (eg. Road overpass or pedestrian bridge) and the road 'intersect' at right angles, the LFA device is going to be visible to the vehicular traffic. The NOIDA may permit the installation of device provided it is not a traffic hazard and does not over power the visual environment. The advertising device may only be installed directly above the traffic at which the advertising device is directed.
- In situations where the overhead transport structure of the traversed road is curved or does not 'intersect' at right angles, the position of the installation shall be determined by the NOIDA.
- Advertising Devices shall be in accordance with any relevant advertising management plan and / or town planning requirements.
Where an intersecting road under the control of other corporation, authority etc. is separated from an Authority-controlled road by an overhead structure, local authority/ corporation must consult with the NOIDA to ensure the interest of each party (i.e. relevant corporation/ authority) are preserved.
3.3 Longitudinal placement
Advertisements shall not be permitted:
- In any such form as will obstruct the path of pedestrians and hinder their visibility at crossings.
- In any manner and at such places as to obstruct or interfere with the visibility of approaching, merging or intersecting traffic.
3.4 Other important parameters
The other important parameters while considering the location of these LFA devices are mentioned below, which have to be followed to ensure the device to be Hazard Free for smooth flow of traffic:
- The minimum distance between two LFA devices on the same side of the road/ alignment shall not be less than 100 m. this distance shall be measured from perimeter of the device.
Note: In case of a sandwich hoarding (back to back), the minimum distance norm shall not apply.
- All LFA devices to be restricted to Commercial Areas, Industrial Areas, and authorized Business/ Trade establishment etc. unless otherwise approved by the NOIDA.
- The frontage of buildings of a dignified and subdued character such as hospitals, educational institutions, public offices, memorials of national importance, places of worship, etc., should be protected from the vandalism of commercial advertisements.
- No LFA device shall be attached in any way to trees or shrubs and shall be so located that the trimming of vegetation is unnecessary.
- All LFA devices should complement their surroundings and rural landscape as well as one another, so that its presence is not unduly dominating or oppressive, and it does not unreasonably obstruct existing views. No LFA device is permitted which can create any public nuisance.
- For advertising relating to the business of railways displayed with in the railway premises on stations or walls therein, separate guidelines shall apply.
3.5 Phase implementation for non-confirming devices
All existing forms of LFA devices that do not form a part of these guidelines will have to be phased out after the expiry of the current contract. These signs shall be dealt with in the following fashion:
- Elimination of existing signs whose contract time is completed and that are not permitted according to the provisions of these guidelines.
- No new sign shall be approved for a site, structure, building or use that contains signs that are not permitted according to the provisions of these guidelines.
- In case any existing signs failing under the non-permitted category according to the provision of these guidelines. It shall be completely removed, including all poles, structures, electrical equipment, cabinets and sign faces, etc. Walls, fences, grounds, etc. on which such signs have been placed shall be restored to good repair and appearance.
4. Physical characteristics
4.1 Size and shape
4.1.1 General guidelines-Large format advertisement devices
The erection of the advertising device may be permitted subject to the following specific permission criteria:
- The LFA devices shall conform to the standard values depicted in table 4-1. LFA devices that do not comply with these guidelines may be considered if their design has significant recognizable benefits in terms of visual appeal and/or innovative design. The same would have to be permitted by the NOIDA.
Standard characteristics of LFA devices are shown in the table below:
Table 4-1: Standard size of advertising devices
|Description||Face Area Dimensions ||Maximum Height |
|Billboard/ Unipole/ Bi-pole ||6 m x 3m ||8 m |
|Wall mounted panels ||6 m x 3m ||As per approval of NOIDA |
|Tri-vision||6 m x 3m ||As per approval of NOIDA |
|Overhead transport panels ||18 m x 3m ||As per approval of NOIDA |
|Building Wraps ||As per approval of NOIDA ||As per approval of NOIDA |
|Devices on metro pillars erected by DMRC ||As per approval of NOIDA ||As per approval of NOIDA |
- In case any deviation is sought in standard size as given in table 4-1, an approval from NOIDA would be required.
- The maximum permissible area of any face of advertising device is 54 sq m.
- the minimum vertical clearance beneath advertising devices shall be 3 m from the nearest finished road/ footpath level. The center of the finished road or footpath shall be taken as zero level.
- The maximum height of LFA devices shall conform to table 4-1. The maximum heights refer to the maximum distance measured from the ground surface to the top most point of the sign. The ground reference point may be taken as that point where the target audience would normally view the advertising device.
- Where an LFA device is located in depression, the local height measured at the device may be greater than that specified in table 4-1, up to a maximum height of 15 m. When determining an advertising device height, consideration should always be given to the effect that device may have on the local area.
- No LFA device shall be allowed which is in such a form as will obscure or hinder interpretation of any sign, signal or other device erected for traffic control by the Public Authorities. For instance, the advertisements should not imitate or resemble, in colour or shape, the standard legal traffic signs, or employ such words as "STOP" in the same manner as used on traffic signs.
- No two unipoles/ billboard located closer to each other can be combined as one.
- No additional props, features, etc shall be allowed beyond the size already permitted.
- To allow creativity in the outdoor advertising, the cut-outs with in the specified and permitted sizes may be allowed, provided no structural member of the panel is visible. Any such advertisement would need prior permission from the NOIDA. .
- All LFA devices shall in no case be higher than the prevailing tree canopy line of the city unless allowed by the NOIDA.
4.1.2 General guidelines- Overhead transport infrastructure
The NOIDA shall be the approval agency for the attachment of advertising devices to any overhead transport infrastructure. The following general guidelines are to be followed:
- The advertising device should be contained with in the silhouette of the major portion of the overhead transport structure or it may use standard unipoles sizes and alter the overhead transport structure lines to maintain aesthetics (where economically feasible and subject to the NOIDA's approval) .
- The architecture of the overhead structure must not be diminished and the device shall be below hand rail height.
- The advertisement must not protrude above the top of any part of the overhead structure must not extend laterally outside the structural boundaries of the bridge or extend below the base of the overhead structure.
- On a pedestrian overhead bridge the advertising must not block significant views for the pedestrians and other bridge users.
- Must not create a tunnel effect, impede passive surveillance or in any way reduce the safety for the pedestrians or other bridge user.
- The overhead transport infrastructure to which the advertising device is attached shall have adequate structural capacity to support the device.
For structures owned or managed by other agencies/ corporation/ department:
- Where the transport structure is managed by Indian Railways or DMRC, or DND flyway, approvals for advertising must be obtained from, concerned authority/corporation and NOIDA.
- Any other structure (transport or otherwise) crossing NOIDA controlled roads, approval must be obtained from concerned authority/corporation and NOIDA.
4.1.3 General guidelines- Building wrap
A person may with the consent of the NOIDA display a building wrap advertisement on land zoned for business, commercial or industrial purposes. Under no circumstances any building located in residential, area would be allowed for building wrap. The product image or corporate branding should not occupy more than 10% of the advertising display area.
The advertising devices should be consistent in colour and appearance, with buildings and structures and natural features of the environment in which it is to be situated. The device shall not by reason of colour or illumination conflict with the proper functioning of any traffic signal. For reference for colour, shape and size for any traffic sign, IRC: 67-2001 code of Practice for Road Signs, by Indian Roads Congress shall be followed.
4.3 Illumination and luminance
The advertisement shall not contain flashing red, blue or amber light sources which, when viewed from the road could give the appearance of an emergency service or other special purpose vehicle warning light/s. Rapidly flashing, blinking or stroboscopic sign or lights or any part of sign shall not be permitted. The light shall be uniformly spread on the panel and should not have any hot spots. Devices illuminated in such a way as to obscure or diminish effectiveness of any official traffic sign, message or signal shall not be allowed.
4.4 Movement and rotation
Any rotating device unless approved by NOIDA will not be allowed in the City of Noida.
4.5 Advertising device content
Any content or language considered inappropriate by the NOIDA, or which otherwise causes a traffic hazard shall not be permitted.
The structure of the LFA devices shall be as following:
- The foundations for tha LFA devices shall be designed and checked for extreme wind conditions, earthquakes, soil bearing capacity etc. the same designed to be certified by an experienced and practicing structural engineer.
- Advertising device structures for LFA devices shall be certified by a Structural Engineer practicing in the field of structural engineering. This certification confers compliance of the design with relevant Indian structural design standards, codes of practice and conditions of this guide.
- The name of the advertising device license holder should be placed in a conspicuous position on the device.
4.7 Electrical power
The electrical connections and components shall be in accordance with the relevance to Indian Standards and designed to ensure there is no safety or traffic hazard. No generator running on petrol/ diesel/ kerosene or any bio fuel, causing noise, air or water pollution would be allowed for providing power for illumination of any LFA device.
The responsibility to maintain, arrange spare parts, equipments for any technology used in LFA device would lie with the Agency and no help in this regard may be extended by the NOIDA.
5. Procedure for obtaining permission
The LFA devices could be erected only after NOIDA's permission. NOIDA will give permission for individual LFA devices coming up on private land, Building etc.
5.1 Any LFA device which is coming up on private land, building etc. shall require permission from the NOIDA. In this regard, an application as per the prescribed format shall be submitted to NOIDA.
5.2 In case LFA device permission is given through application, the fee shall be charged as per the rates fixed by NOIDA from time to time.
5.3 Any LFA device coming up on public place, land etc., NOIDA will invite technical and financial bids and will finalize the same.
5.4 Noida will decide the period for which, an individual / Agency will be given LFA devices Permit.
6. Compliance & Responsibility
6.1 If any advertisement erected, exhibited, fixed or retained on any land and building, is unauthorized and in contravention of this Policy, or provision of the building regulations of NOIDA or any other relevant rule and regulations, such advertisements or hoardings can be removed by the Authority without any notice whatsoever and, expenses incurred in removal of such unauthorized advertisement or hoardings shall be recovered from the concerned Agency.
6.2 The Agency will be responsible for any third party injury and damage caused consequential to the erecting hoarding or during the period of usage of hoarding.