Pune: The state govt has approved a new comprehensive policy to regulate hoardings on govt land, making advertising agencies solely liable for any accidents or safety lapses. As per a govt resolution (GR) issued by the revenue and forest department on Monday, district collectors have been empowered to identify land, finalise hoarding sites, and carry out the tendering process. A hoarding collapse claimed 17 lives in Ghatkopar in May last year. The policy will apply to hoardings on govt land in cities, semi-urban areas, and along state and national highways. Revenue officials said the liability clause is a key feature, ensuring advertising agencies bear full responsibility for safety. “Govt officials involved in land allocation will not be held accountable,” an official said, adding that the unified policy will help in better monitoring of hoardings. Until now, only Mumbai and its suburbs had a structured framework, while other districts operated without clear rules. The new framework not only prioritises public safety but also aims to boost state revenue and create local employment. The policy mandates that hoardings must not obstruct utilities, pedestrian movement, or visibility of traffic signals. “Blocking of views was a recurring issue in the past. This has been specifically addressed in the new rules,” an official added. District collectors will oversee single e-tendering process, covering govt land parcels as well as land along highways. The resident deputy collector will serve as a nodal officer, while a district-level committee — comprising representatives of zilla parishad, municipal bodies, PWD, home, and Directorate General of Information and Public Relations — will monitor implementation. Many citizen groups have highlighted the issue of hoardings along highways blocking the view of drivers. Vijay Mohite, a member of a citizens’ group, said that while the policy has put the onus on advertising agencies, there should be strict monitoring, too. “We hope that the policy is implemented properly,” he said The lease period is fixed at five years, with renewal possible at a 25% higher fee provided no complaints or legal cases are pending. Agencies must allow the govt to use the hoarding space for seven days per quarter free of cost. The new policy mandates a ₹5,000 participation fee and a one-year security deposit. Unauthorised use of land or failure to remove hoardings after lease expiry will result in forfeiture of deposits and blacklisting. Collectors must maintain digital records of all approvals and submit monthly reports. The GR makes it clear that any violation will attract immediate cancellation of lease and penalties amounting to twice the three-year land fee. Upon expiry or termination, lessees must dismantle the hoardings and restore the land to its original condition, failing which they risk losing their deposit and being barred from future tenders, stated the order issued by deputy secretary revenue Sanjay Dhardukar. Eligibility:Only residents of Maharashtra or organisations registered in the state can bidLease Terms: A five-year lease agreement is mandatory; any deviation, including excess construction or unauthorised use, will lead to termination and penaltiesTendering Process: District collectors will oversee tenders; resident deputy collectors will act as nodal officersLicence Fees: Charges fixed by local bodies will apply; if absent, collectors will determine fees based on commercial valueSafety Norms: Hoardings must not obstruct pedestrians or block traffic signal visibilityPublic Messaging: Agencies must display govt ads for at least seven days every quarterExit Conditions: On termination or expiry, agencies must dismantle hoardings and restore land
