The Indian Express                 03.06.2013

Mayor seeks separate policy on mannequin display

After finding that the current civic policy for checks on advertisements does not have mannequins in its ambit, Mumbai mayor and Shiv Sena corporator Sunil Prabhu has planned to approach the Chief Minister to ask for a separate policy.

According to the BMC's guidelines, "Advertisement means and includes any device or representation in any manner such as announcement or direction by word, letter, model sign by means of posters, hoardings, boards, banners, temporary arches, illuminated signs, name boards, direction boards, balloons etc".

"With more shopkeepers and advertisers using mannequins, there needs to be separate guidelines on the manner in which mannequins can be allowed as displays. This should include clothing, attire, position and other details on how mannequins should be displayed so as not to be considered obscene," said Prabhu.

An official from the license department which is in-charge of inspecting advertisements, displays and keeping a check on surrogate advertisements, said, "At present, there is a ban on advertisements for liquor, cigarette, gutkha and other such items. BMC guidelines do not provide for any specific rules on obscene advertisements. Typically, the police department takes action on advertisements considered obscene."

The 227 corporators in BMC recently passed a proposal to ban the display of bikini-clad mannequins at lingerie shops. The proposal, which is yet to receive a final nod from the municipal commissioner, was initially mooted by BJP corporator from Ghatkopar, Ritu Tawade.

Viren Shah, president, Federation of Retail Traders Welfare Association (FRTWA) said, "Elected representatives should concentrate on educating people on sex crimes and changing the mindset of people." He added that the lingerie industry in the city is worth Rs 12,000 crore, with about 500 exclusive stores of undergarments and an additional 20,000 that sell these products. "How can BMC stop them from displaying and marketing their products? Which other way can they sell these products?" asked Shah.