Greater Noida : Residents have raised serious concerns over the growing number of advertisements across the city, claiming that the unchecked expansion of hoardings and illuminated boards is affecting both urban aesthetics and public safety. In a formal representation addressed to the Chief Executive Officer of the Greater Noida Authority, social activist Harendra Bhati has flagged what he describes as a “flood of advertisements” that is gradually eroding the city’s identity as “Green Greater Noida.”
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Green belts turning into commercial corridors
According to the complaint, roundabouts, central verges and green belts are being allotted to private agencies for maintenance. In return, these agencies are permitted to install advertisement boards. However, in the pursuit of aggressive publicity, multiple large hoardings are being erected at a single location.
Residents argue that this practice not only diminishes the city’s visual appeal but also creates obstacles for motorists. Large boards at roundabouts often obstruct clear visibility, increasing the risk of traffic congestion and accidents.
“Greater Noida was planned as a green and well-regulated city. Today, commercial advertising is overpowering its original character,” Bhati stated in his letter.
Safety concerns over illuminated hoardings
Another major issue highlighted is the use of high-intensity lighting in several advertisements, particularly at night. Bright LED displays and floodlit hoardings reportedly distract drivers and may contribute to road mishaps.
Citizens have questioned why the Authority cannot undertake the maintenance of roundabouts and green belts itself, pointing out that the cost involved is not substantial. They argue that keeping maintenance under direct administrative control would help prevent over-commercialisation of public spaces.
Foot over bridges under scanner
The letter also raises objections regarding the construction of foot overbridges near Pari Chowk. Residents allege that several foot overbridges are being constructed without adequate ground surveys or public consultation.
It has been claimed that in some official plans, a foot over bridge at Pari Chowk is not even reflected on record, raising questions about procedural compliance. Locals further allege that bridges are being strategically constructed at locations that offer higher advertising value rather than at points where pedestrian movement is highest.
As a result, many pedestrians continue to cross busy roads at grade level, defeating the very purpose of such infrastructure.
Demand for public consultation
In the memorandum, Harendra Bhati has urged the Authority to:
- Retain maintenance of roundabouts, central verges and green belts under its own supervision instead of outsourcing them for advertisement revenue
- Regulate the number and illumination levels of advertisement boards
- Construct foot over bridges only after proper feasibility studies and public consultation
- Prioritise pedestrian convenience over commercial interests
Residents have called for immediate review of existing advertising policies and infrastructure planning to ensure that public safety and urban character remain the top priorities.
The Greater Noida Authority has yet to issue an official response to the concerns raised.