In a move aimed at boosting non-tax revenue and bringing regulatory uniformity, the Maharashtra government has introduced a comprehensive, statewide policy for outdoor advertising hoardings marking the first such initiative beyond Mumbai.Until now, only Mumbai operated under a hoarding policy framed in 1988. The rest of the state had no unified framework.The policy, issued through a Government Resolution (GR) by the Revenue and Forest Department on Monday, seeks to auction government land for advertisement hoardings across all districts.The initiative is expected to unlock hundreds of crores in non-tax revenue for the state.While the policy is being pitched as a reform to improve transparency, land utilisation, and job creation, it may also spark political debate over control of outdoor publicity space especially in an election year.The policy states that political hoardings will be barred during election periods.Officials described the move as long overdue, citing the surge in advertising demand across urban and rural Maharashtra. The government hopes to tap into this demand while standardising practices and bringing digital transparency to the sector.Story continues below this ad“Considering the growing importance of advertisements in modern times and the increasing number of hoardings in urban and rural areas, it has become necessary to formulate a uniform policy for permission and license fees for hoardings on vacant government land across the state. This policy will enhance state revenue and also contribute to employment generation,” the GR states.The policy outlines procedures for e-auctions, eligibility criteria, reporting norms, and penalties for violations.District Collectors are now empowered to identify suitable sites including urban pockets, semi-urban stretches, rural markets, and highways and auction them exclusively via digital e-auctions.Each district will function as a single auction unit, with oversight by committees led by the collector and nodal officers designated as Resident Deputy Collectors.Story continues below this adThe reserve price for each hoarding lease will be calculated using a formula based on land value and the Marginal Cost of Lending Rate (MCLR).For prime areas such as municipal corporations, A-class municipalities, and highways, the base value will be set at five times the land’s notified value multiplied by the MCLR. In smaller towns and rural areas, it will be three times the value.“Bids will be calculated for the entire five-year lease period upfront, providing significant advance inflows. Successful bidders will be required to deposit one year’s license fee as security, and annual license fees will mirror those fixed by municipal bodies or be determined by the Collector with divisional approval,” the policy states.Only firms registered with the Directorate General of Information and Public Relations (DGIPR), with at least five years of experience, and having a turnover double the reserve price in the last three years, will be eligible to participate.Applicants must also be based in Maharashtra.Story continues below this adEach lease will last five years, with a one-time renewal option for an additional five years at a 25% fee hike, subject to compliance.Winning bidders are also obligated to provide free hoarding space for government campaigns for at least seven days every quarter.After the lease expires, hoardings must be dismantled at the allottee’s expense.Failure to do so will result in forfeiture of deposits and blacklisting from future auctions. Lease violations may lead to immediate cancellation and penalties amounting to double the rent for three years.Story continues below this adThe policy strictly mandates that hoardings must not obstruct traffic signals, endanger public safety, or cause environmental harm.All insurance and safety measures are the sole responsibility of the allottee, and in the event of accidents, liability will rest entirely with the advertising agency.During the enforcement of the Model Code of Conduct, political advertisements will be banned.Collectors are also tasked with monthly reporting, maintaining digital records, and taking swift action against encroachments or unauthorised usage.