Regulations on outdoor advertising
By: Khalid Hasnain
LAHORE: The Punjab government has devised a policy titled “Punjab Outdoor Advertisement and Signboards Policy-2013” empowering the local authorities to determine the location, size, type and density of outdoor advertisements and signboards in accordance with the character of the predominant land use of an area.
The government took the measure after a survey that 750 of the 1,139 billboards installed across the city block the view of city’s cultural buildings, monuments, traffic signals and signs, affecting natural and historical beauty of the Punjab capital.
SURVEY
The survey reported that among the 750 billboards, 566 blocked view and 173 affected identity as well as the functionality of important historical buildings.
The report held the mushroom growth of signboards and publicity hoardings responsible for converting the city’s landscape into clutter and aesthetic deterioration.
Such boards also pose risk to public safety and increase environmental pollution. The reports read: “Since 1,139 outdoor advertisements on huge billboards are installed on 80 important city roads, of these 31 per cent are within the radius of road junctions, 36 per cent at junctions and 33 per cent are on the links in between. Of the total boards, 32 per cent are located on central or side medians, 15 per cent on the side verges, nine per cent along the traffic signals, 11 per cent on the open spaces along roadsides and 33 per cent on the roadside rooftops.”
It says that 180 boards installed next to important streets pose a negative impact on the functioning of street system. Furthermore, the wide variety of sizes of publicity boards can be seen across the city due to lack of standardization and regulation.
The report highlights the public safety issue.
“Many boards are structurally vulnerable and most of the structural stability certificates issued for different structures are neither on standard format nor complete,” it reads. It says that a parallel situation exists regarding the placement and variety of signboards used for directional and guidance purpose, with little or no standardization, regulation or control, resulting in confusion, clutter and crowding.
The report also highlights the boards galore in other cities, stating that other parts of the province are almost similar to Lahore; rather other cities are facing more serious issues.
The report recommends formulation of a well defined policy guideline and filling gaps in the ancillary regulatory framework available with the local authorities to regulate, develop and manage such issues.
POLICY
On the recommendations, the government worked on a policy titled “Punjab Outdoor Advertisement and Signboards Policy-2013” that authorises local governments to determine the location, size, type and density of outdoor advertisements and signboards in accordance with the character of the predominant land use of an area.
According to policy document, the installation of advertisement and signboards in residential buildings will not be permitted except for on site signage for purposes of identification and information on buildings legally allowed for a purpose other than residential. As far as the commercial areas are concerned, the policy directs the local authorities to allow advertisement and signboards on building and roads in conformity with the prevailing building rules and regulations, ordinance, bylaws or notification issued to protect and preserve the environment, design and architecture or right of way in the area. However, on-site and off-site sky signs will be allowed on commercial buildings. The installation of signboards will be allowed along commercially declared roads of Lahore and other cities of the province. The policy disallows parking of mobile floats bearing advertisements along roadsides. The policy bans any advertisement billboard/signage in the areas notified under the law, including special premises as historically significant, environmentally sensitive, public sector institutional and other restricted areas. The policy also sets parameters relating to installing billboards on highways, agricultural and industrial areas, sensitivity, standing advertisement and skyline, wall/façade signs, rooftop sky advertisement, spacing, structure, safety, sale, script and implementation mechanism.
The Punjab government has circulated the policy among the departments concerned, directing them to incorporate it in their relevant rules and regulations besides implementing this in true letter and spirit.
Source: Dawn
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