The Anatomy of a Fall: A Systemic Problem in Outdoor Advertising

The collapse of a billboard in Mumbai during a dust storm has triggered a flurry of analysis, inquiry, and emotional outpouring.?

Yet, attributing this incident to a mere act of nature oversimplifies the underlying issues.

A local saying about a crow landing on an already breaking branch fits this situation: the storm wasn't the cause, just the final trigger.

The real question is not just about breaking rules or ignoring permissions.

The construction of a billboard is not an overnight affair;?It takes months.

Why did no one raise concerns while it was being built? Why was there absence of regulators? This might indicate a collusion of interest between authorities and media owners, neglecting public safety.

Currently, the focus is on punishing the media owner, but this is too narrow. Why only blame one person? What about the permitting authorities, the regulatory bodies, and the engineers responsible for the billboard's installation? This incident shows a deeper problem that can't be fixed by just blaming a few people.

To achieve real reform and involve all stakeholders, three key steps are needed:

Remove Unsafe & Non-Compliant Billboards:

Take down ads on structures without stability certificates or legal permissions. This might disrupt campaigns and cause financial losses, but it's essential for long-term safety and brand integrity.

Publish Legal Advertising Sites:

The permitting government bodies and Media owners should list legally compliant sites, with details of ownership and licensing, on a central digital platform. This transparency helps advertisers & agencies make informed decisions and increases accountability.

Partner with Accredited Media Owners:

Advertising agencies should work only with media owners approved by recognized industry bodies like the IOAA. This improves the verification process for advertising assets and service quality.?

The current agency practice involves Signing and Enforcing Indemnity Agreements by media owners stating they are responsible for the legality of the asset if any issues arise.

While indemnity is binding and it means if any legal issue arises, the media owner will "manage" the issue without getting the agency or advertiser involved.??

Media owners should not "manage" problems by bending regulations or using corrupt methods. It's time to stop the practice where media owners or authorities suggest "managing" issues through dishonest means.

Advertisers and agencies must work with accredited media owners, with certification from a central association responsible for verifying media owner claims.

This incident has put even honest media owners under scrutiny.

These steps are challenging but necessary.

Advertising is a powerful way for brands to connect with consumers, so ensuring the safety of these channels is crucial.

Although some may still use illegal assets, addressing each issue can lead to significant improvements.

In conclusion, improving safety and accountability in outdoor advertising is difficult, but with a commitment to change, the industry can protect its integrity and its audience.