Mumbai: The Maharashtra Maritime Board’s (MMB) plan to install floating and shore-based digital billboards along Mumbai’s coastline has raised concerns among marine experts and environmental groups over potential damage to marine life and increased light pollution.

The board has identified around 20 coastal locations, including Juhu Beach, Lotus Jetty at Worli and the Bandra-Worli Sea Link jetty. The proposal includes illuminated floating barges and advertising hoardings at waterfront sites across the Mumbai Metropolitan Region.

The MMB has invited tenders for the advertising infrastructure under a design-build-finance-operate-maintain model. The initiative aims to generate revenue for port facilities and water-transport projects.

However, experts have warned that bright digital displays could disturb marine species by affecting feeding and migration patterns. Artificial lighting in coastal waters may also affect fish, birds and other wildlife. Environmental groups, including the Awaaz Foundation, have previously raised concerns with the state government over illuminated coastal advertising and its impact on wildlife and nearby residents.

The proposal has also encountered regulatory concerns. The Maharashtra Coastal Zone Management Authority has reportedly stated that the installations lack the necessary Coastal Regulation Zone clearances. Residents’ groups have also objected to commercial structures on beaches and promenades.

The debate has drawn comparisons with New York, which banned floating digital billboards on its rivers over public nuisance and safety concerns.

Environmentalists are urging the maritime board to reconsider the proposal and conduct independent ecological assessments before proceeding with the installations. They argue that the potential impact on marine biodiversity, coastal habitats and residents must be assessed alongside the project’s revenue-generating objectives.