A ban on advertisements within 50 metres of the edge of the road and footpath, on utility posts, trees, and street furniture, and creation of a wealth pool are the highlights of the outdoor advertisement policy to be rolled out by the State government.
Outdoor advertisements would be allowed only on straight stretches and 100 m away from intersections and 50 m away from curves, side access roads and signals.
Advertisements placed within 50-75 m of the edge of the road will require no objection certificates from five agencies. The outdoor advertisements will be allowed only for a maximum of three months. The same advertisement, even with slight changes of any nature, will not be allowed within 2 km aerial distance from each other.
The policy is aimed at freeing streets and stretches from hoardings and arches and to minimise accidents caused by them. The Kerala State Policy on Outdoor Advertising and Hazard Removal is on the lines of a policy implemented in Delhi on the basis of a Supreme Court order in 1997.
Glossy advertisements will not be allowed on stage carriers and other vehicles. Mobile platforms will be allowed only during non-peak hours.
A wealth pool will be created to provide compensation in case of accidents due to installations. Advertising agencies will have to pay a refundable sum of Rs.5 lakh towards creation of the pool. In case of violations, the agency will be blacklisted. The monetary values will be updated every fifth year.
The National Transportation Planning and Research Centre was tasked by the government to prepare the policy following the menace created by hoardings and arches.
Official sources told The Hindu that the MVD would be entrusted with the implementation of norms.
