This article goes into the details of the various restrictions laid out by the government on hoardings and billboards in all the metro cities. It also highlights various issues in outdoor advertising such as environmental issues, taxation issues, illumination effects and safety issues. The article ends with the note that the industry needs a close-knit regulatory body functioning at the apex level to critically evaluate the issues relating to ethics and the environment, and carefully tackle the social issues of visual pollution, thereby structuralizing the sector.

Indian Outdoor Advertising is much unorganized and there is both an interfering government and small-time contractors who have destroyed the media to a certain extent and has kept the growth of Out-Of-Home (OOH) low and media planners away from the medium.

With the increasing use of modern technologies like Light Emitting Diode (LED) video matrix walls, scrolling displays, floor graphics at malls, mobile billboards and vehicular graphics, the Indian Outdoor Advertising industry has technologically come of age and has been improving by leaps and bounds. However, the Indian outdoor market has remained highly fragmented and unorganized except for a few organized players like Clear Channel, Selvel, Vantage, Pioneer, O&M, Portland and Lakshya. Hence, there is an urgent need for the government and regulatory bodies to critically evaluate the issues relating to ethics and environment by putting in place control and regulations to structuralize the sector.

Advertising Express Magazine, Government Policies, Outdoor Advertising, Modern Technologies, Light Emitting Diode, Video Matrix Walls, Indian Outdoor Market, Governmental Regulations, Public Works Department, Indian Outdoor Advertising Agencies Association, IOAAA, Outdoor Media Owners Association, Electricity Regulatory Commissions, Solar Photovoltaic Systems, Global Warming.