CM Yogi’s push for eco-friendly digital advertising set to boost UP’s revenue

Lucknow : Under the visionary leadership of Chief Minister Yogi Adityanath, the Department of Urban Development has drafted the new Advertising Policy-2025, which will soon be presented to the Cabinet. This forward-looking policy aims to enhance revenue generation while promoting environmentally sustainable advertising practices across Uttar Pradesh.

During a recent review meeting, the Department of Urban Development officials shared that the new policy will focus on the widespread adoption of digital and electronic signage for advertising purposes. These modern advertising mediums will be gradually installed across all districts, ensuring that advertisements are broadcast in compliance with established regulations.

This initiative is expected to serve a dual purpose—significantly increasing departmental revenue and contributing to cleaner, greener, and visually appealing urban spaces. By replacing traditional methods such as flex banners, posters, and painted hoardings, which contribute to non-biodegradable waste and environmental degradation, the state will transition to more sustainable advertising solutions.

Digital and electronic hoardings minimize environmental pollution and offer advantages like reduced production costs and energy consumption—up to 70% less than conventional lighting systems. These LED-based displays will enable the broadcasting of high-quality, dynamic content while enhancing the aesthetic appeal of public spaces.

The policy also includes standardized guidelines for advertising durations and rates. A provision has been made to reserve five minutes per hour of advertising for government and municipal social messages. Additionally, one day each month (up to 12 days a year) will be allocated for the free broadcasting of public interest messages. In emergencies, provisions under the Disaster Management Act 2005 will enable timely dissemination of essential information.

In terms of revenue, the department has set an ambitious target to double its advertising income over the next five years. In 2024-25, advertising generated ₹78.9 crore in revenue, which is projected to rise to ₹158.7 crore by 2029-30. The move toward digital advertising is expected to be key in achieving this milestone by reducing operational costs and streamlining ad deployment through an updated rate list and improved regulatory framework.

Overall, the Advertising Policy-2025 represents a strategic step toward Uttar Pradesh’s modern, revenue-efficient, and eco-conscious urban future.