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Signs and adverts

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Outdoor advertisements and signs: a guide for advertisers

This guide aims to explain to those wanting to display an outdoor advertisement how the system of advertisement control works in England.

The booklet is arranged in separate sections and there are numerous illustrations which may show you how the system affects the type of advertisement you want to display.

Download the guide here (PDF 1169Kb).

 

You need consent for almost all hoardings, illuminated signs outside the deemed consent allowances, fascia signs and projecting signs on shop fronts or business premises which are higher than 4.6m above ground level and most advertisements on gable ends. You also need permission for signs advertising goods not sold at the premises where the sign is placed.

When considering applications, the local planning authority takes into account aspects of 'amenity' and 'public safety'. Some advice on this is available in Planning Policy Guidance Note 19 – Outdoor Advertisement Control.

Amenity usually means the effect an advertisement has on the immediate neighbourhood. For example, if an advertisement would visually dominate a group of 'listed' buildings or a residential area it is more likely to be refused. But where there are large buildings and main highways, for example in industrial or commercial areas, the local planning authority may grant consent for a large hoarding which might not look out of place.

Amenity considerations do not include content, subject matter, or public decency. These factors are controlled by a voluntary code of conduct supervised by the Advertising Standards Authority.

Public safety means the safety of road traffic, other modes of transport or pedestrians. The local planning authority assesses likely effects on driver behaviour and possible confusion with traffic signs or signals.

The local planning authority knows that advertisements are intended to attract people's attention, so signs would not automatically be regarded as a distraction to road users. However, what really matters is whether a sign is so distracting or confusing that it creates a danger.