The state's Environment Department has approved Brihanmumbai Municipal Corporation's (BMC) proposal to install advertisement boards along the landward side of the coastal road. Further, Maharashtra Coastal Zone Management Authority (MCZMA) has granted the necessary no-objection certificate, allowing these billboards to be placed near Tata Garden, Amazon Garden, and Lala Lajpatrai Garden.

This move is aimed at boosting municipal revenue, with an estimated income of over ₹1 crore per month from ads. BMC had issued tenders for the installation of these boards in March 2024 and sought MCZMA's approval for the sites. However, the proposal has faced strong opposition.

Critics argue that placing billboards along the seashore is unsafe and could pose risks to public safety. There are also concerns about financial irregularities in the tender process, with some calling for an immediate cancellation of the contract. Activists further contend that the installation violates a 2017 CRZ clearance condition, which prohibits the commercial use of reclaimed land. BMC is being called out for breaching its own commitment to the Centre, to not to exploit reclaimed land for commercial purposes.

Environmental activist Debi Goenka has described the decision as unethical, warning that this could be the first step in a broader plan to commercially develop the coastal road area.