IOAA intensifies action on illegal sites; to report matters directly to brands

In the continuing efforts to root out the menace of unauthorised outdoor sites in different markets across the country, the Indian Outdoor Advertising Association (IOAA) has sent out a circular to all its members and specialist agencies that the industry body shall directly write to brands that have used any unauthorised outdoor site in any market for their respective advertising displays. The brands would be urged to withdraw their advertising displays on such unathorised / illegal outdoor media sites.

IOAA has stated in its circular that the concerned members and specialist agencies will be copied on all such communications to the brands. If the brand and the associated members and specialist agencies do not act on the complaint by removing their respective advertisement displays on unauthorised outdoor media, the IOAA shall take up the matter with the respective municipal bodies.

Further, if the municipal bodies do not act on the complaints, the IOAA shall take legal recourse on specific cases.

The circular states that similar efforts made by the municipal body in Delhi had yielded positive outcomes. “Currently, all the AAAI agencies do insist that their media vendors indemnify them against any legal action in case any of their sites are proven to be illegal. This is also protected by IOAA which also insists that all its Members’ sites are legal and have municipality registration. Hence, agencies use mostly sites belonging to IOAA members. However, a number of brands appear to be completely unaware of the legality of sites and are led astray by agencies or operators of illegal media who offer ‘good deals’, states the circular.