In a move aimed at revolutionizing the advertising landscape across Uttar Pradesh, the Department of Urban Development has proposed a bold and forward-looking initiative to replace conventional advertising methods, such as flex banners, posters, and painted hoardings, with modern digital and electronic signage systems.
According to officials, the draft of the new Advertising Policy-2025, which is currently being finalized and will soon be presented before the state Cabinet for approval, emphasizes a strong pivot towards digital media.
The primary goals of this shift are twofold: first, to significantly boost revenue generation for urban local bodies; and second, to promote environmentally sustainable advertising practices that align with the broader vision of a cleaner and greener Uttar Pradesh.
“Gradually, these modern advertising media will be introduced across all districts of the state,” a senior official involved in drafting the policy said. “The transition will be carefully managed to ensure that all digital advertisements comply strictly with standardized regulatory norms, safeguarding public interests while enhancing urban aesthetics.”
The initiative is expected to offer a wide range of benefits. By replacing traditional advertising formats, which rely heavily on non-biodegradable materials and contribute substantially to environmental degradation, the government seeks to drastically reduce the visual clutter and waste accumulation in urban areas.
Flex banners, posters, and painted walls often remain neglected long after their relevance expires, adding to unsightly urban decay. The move to digital solutions is aimed at addressing these issues effectively.
Moreover, officials highlighted that digital and electronic advertising boards, particularly those based on LED technology, are far more energy-efficient than traditional illuminated hoardings.
It is estimated that LED systems consume up to 70% less electricity compared to conventional lighting setups, significantly reducing the environmental footprint of public advertising.
Production costs for digital displays are also much lower, offering long-term economic benefits to advertisers and municipal corporations alike.
The new policy also places strong emphasis on enhancing the visual appeal of public spaces. High-resolution digital screens will allow for crisp, vibrant, and dynamic content that can be updated easily without the need for physical replacements.
This is expected to transform the urban advertising experience, making cities more visually appealing and organized.
To maintain a balance between commercial interests and public welfare, the draft policy has incorporated several thoughtful provisions.
Among these is the reservation of five minutes every hour for the airing of government and municipal social messages. Furthermore, one full day each month — totaling up to 12 days a year — will be dedicated exclusively to broadcasting messages of public interest free of cost.
This will ensure that important public service announcements and educational campaigns have a guaranteed platform for wide outreach.
The policy also lays out clear and standardized guidelines regarding the duration, content, and rates of digital advertisements, ensuring transparency and fairness across the advertising ecosystem.
Importantly, the draft includes contingency provisions under the Disaster Management Act, 2005.
In the event of emergencies, such as natural disasters, public health crises, or other urgent situations, the digital signage will be utilized to quickly disseminate vital information and instructions to the public, thereby strengthening the state’s disaster response mechanisms.
By championing this progressive policy, the Uttar Pradesh government aims not only to modernize urban advertising but also to contribute meaningfully to the creation of smart, sustainable, and citizen-friendly cities.
The final version of the Advertising Policy-2025, once approved, is expected to set a benchmark for other states to emulate, heralding a new era of eco-friendly and technologically advanced urban governance.