Rebuilding trust: Why OOH needs an ethical facelift

A city’s skyline is more than just its architecture; it is a reflection of its culture, energy, and identity. Among the visible elements shaping this urban aesthetics is out-of-home (OOH) advertising. Billboards, banners, and flexes dot our highways, hangover pedestrian bridges, and flank metro lines, vying for attention.

Done right, they add vibrancy and modernity to the cityscape. But done irresponsibly, they transform into visual clutter and public hazards.

In recent years, we have had to pay the price for overlooking ethics and compliance in this sector. While engineered, aesthetically considered, and digitally enabled billboards to redefine urban engagement, the unchecked proliferation of illegal, substandard structures is severely tarnishing the OOH industry’s image and putting lives at risk.

The market is expected to reach approximately INR 7,900 crore by 2027, with a CAGR of 10.2%, as per E&Y, and we are excited to play a part in this growth. As the medium evolves with data-driven strategies and digital formats, its credibility depends on the core principle of responsibility.

A two-sided landscape

India’s OOH ecosystem stands at a critical juncture today. Progressive players are ushering in a tech-driven renaissance, installing smart digital billboards, embedding real-time programmatic features, and ensuring structural safety. On the other hand, some operators are flouting regulations, cutting corners with cheap materials, and installing hoardings without any safety certification.

This divide is dangerous. Multiple incidents, including the year 2024 tragedy in Mumbai's Ghatkopar suburb, have exposed how installations lacking structural integrity can lead to disastrous consequences.

What is more, they pollute the visual harmony of our cities. Erected without zoning consideration, they overcrowd urban skylines, obscure views, and compete aggressively for attention without adding value to the city or its citizens.

The growth potential of India’s OOH industry is undeniable, but so is the degradation of public trust caused by unregulated installations. One of the most pressing issues is the lack of a clear distinction between responsible operators and those bypassing regulations.

When accidents occur due to unlicensed or structurally unsound billboards, the entire industry is unfairly maligned, creating a climate of scepticism among citizens, regulators, and brands.

The call for ethics

Advertisers also need to share this responsibility. While ROI will always be a core metric, it must be weighed against civic responsibility and brand reputation.

Choosing ethical OOH partners who prioritise structural integrity and legal compliance should be a strategic mandate, not an afterthought. Public trust is fragile, and brands associated with unsafe or illegal hoardings risk long-term reputational damage.

Compared to global benchmarks, India’s OOH industry remains fragmented and under-regulated. Cities like London, New York, and Shanghai have adopted smart, cohesive frameworks that balance commercial value with urban aesthetics. In India, however, regulations vary widely.

What is permissible in one city may be banned in another. This regulatory difference creates operational ambiguity and undermines safety standards, particularly in tier-2 and tier-3 cities where enforcement is often absent.

While a single national OOH policy may seem ideal, India’s urban and cultural diversity make that approach impractical. Instead, a smarter, decentralised model is needed that aligns with the Smart Cities Mission.

The focus should be on establishing universal principles like structural safety, ethical placements, environmental consciousness, and alignment with a city’s architectural vision. These guidelines can then be locally adapted based on geography, infrastructure, and civic priorities.

DOOH's rapid rise

The emergence of digital out-of-home (DOOH) advertising offers the industry a chance to rebuild itself, not just visually but ethically. DOOH is not just a format upgrade; it represents a mindset shift from static messaging to dynamic, intelligent, and measurable engagement. Many leading brands have pioneered this shift through tools that seamlessly integrate DOOH with programmatic capabilities.

This transformation allows advertisers to deliver contextual messages based on location, time of day, or consumer demographics. But beyond performance, technology is also being used to strengthen compliance.

There are AI-powered systems that now monitor billboards in real time, track structural health, and optimise screen brightness for safety and visibility. The dashboards also provide transparent analytics for advertisers, showcasing daily impressions and engagement data, which builds both performance confidence and ethical credibility.

Responsibility as a differentiator

In an industry where differentiation is often about location and scale, ethics can be a competitive advantage. Many leading brands show that responsible practices safeguard public trust and attract premium advertisers seeking long-term brand equity.

By mixing design, technology, and engineering excellence, banners or billboard installations have become urban landmarks. Their proprietary crystal-inspired billboards, integrated with ambient light sensors and AI-led monitoring, are redefining what OOH can look and feel like in a modern city.

Ethics in advertising is not just a moral high ground, it is more of a survival strategy. In a time when public safety, civic aesthetics, and brand integrity are under scrutiny, the OOH industry has a choice to make.

Continue allowing a parallel system of illegal, substandard practices, or unite to professionalise and protect the medium? The latter demands courage, investment, and collective will.

As brands grow more performance-focused and cities design-conscious, there will be no room for shortcuts. The future of OOH lies in intelligent design, ethical execution, and responsible innovation. And that future begins with choosing integrity over convenience, every single time.

— Junaid Shaikh, managing director, RoshanSpace Brandcom.