The city is gearing up for a sweeping transformation of its outdoor advertising ecosystem with the urban development department releasing the draft Greater Bengaluru Area (Advertisement) Rules, 2025. The proposed framework replaces the 2024 bylaws and introduces a centralised, auction-based system aimed at eliminating illegal flexes, improving urban aesthetics, and substantially increasing municipal revenues.

According to senior officials from the Greater Bengaluru Authority (GBA), the draft marks one of the most comprehensive reforms in the city’s advertising regulation, bringing both digital and physical formats under a unified, highly structured regime.

City to be divided into auctioned advertising stretches

Under the new rules, Bengaluru will be carved into advertising “stretches,” each measuring 656.1 ft in length, while stretches in special commercial zones will be limited to 328 ft. These will be auctioned individually through the state’s e-procurement platform.

“Only agencies registered with the city corporation — upon payment of a ₹5 lakh licence fee valid for five years — will be eligible to bid,” a senior GBA official said. The winning bidder will gain exclusive advertising rights across both government and private properties along the assigned stretch. However, agreements with private property owners will require separate negotiations.

The new system is designed to eliminate the rampant unauthorised hoardings and flex banners that have plagued the city, often leading to legal disputes, civic clutter, and loss of revenue for local bodies.

Restrictions on narrow roads and limits on advertisement load

One of the most significant provisions is the prohibition of third-party advertisements on roads narrower than 59 ft, where only self-signage will be allowed. This move targets safety and traffic visibility concerns, especially on busy inner roads.

The permissible advertisement load varies depending on road width:

  • 59–78 ft roads: up to 1,000 sq ft
  • 78–196 ft roads: up to 1,300 sq ft
  • Above 196 ft roads: up to 1,600 sq ft

In addition, a mandatory 164 ft gap between two hoardings will apply across the city to prevent visual clutter and over-saturation of urban spaces.

Strong enforcement mechanisms to deter violations

The draft rules introduce stringent penalties for violators. Any unauthorised hoarding will be removed immediately, and both the advertiser and the property owner will incur penalties twice the prescribed advertisement fee. In some cases, criminal action may also be initiated under the Greater Bengaluru Governance Act, with prosecution for defacement of public property.

Authorised advertisers who fail to pay dues risk having their licences suspended and blacklisted, while outstanding amounts can be recovered in the same manner as property tax arrears.

Officials say the new enforcement structure focuses on closing gaps that previously allowed illegal operators to flourish.

Digital building wraps, LEDs get formal recognition under new norms

For the first time, emerging digital formats such as digital building facades, LED displays, and building wraps have been formally recognised, though with strict conditions.

Videos, scrolling content, or moving imagery remain banned to avoid distraction for commuters. Digital ads may only switch frames once every 10 seconds, and operators must allocate 10% of display time free of cost for government public service messages.

The draft also details advertising rights on:

  • Metro pillars
  • Skywalks
  • Public toilets
  • EV charging stations

Revenues from advertising on Metro pillars will be shared equally between GBA and BMRCL (50:50 split).

Legacy hoardings get a six-month window to comply

Existing hoardings will not be automatically grandfathered in. Legacy structures will be permitted to continue only if they are brought in line with the revised norms on height, size, and safety within six months of the new rules coming into force.

This is expected to trigger a large-scale clean-up of non-compliant structures across the city.

Public consultation open for 30 days

The draft rules have been opened for public feedback for 30 days, during which citizens, advertisers, property owners, and industry bodies can submit comments and objections. Officials say the final rules will reflect citywide inputs while maintaining the core objective of creating a more regulated, visually coherent advertising system.

The proposed overhaul is likely to significantly reshape the city’s skyline, tightening compliance, enhancing safety, and establishing a more transparent revenue stream for Bengaluru’s civic bodies.