What Advertisement Consent Considers
Local planning authorities assess Advertisement Consent proposals against national regulations and local amenity and safety considerations. Key factors include:
- Whether the advert can be displayed under deemed consent provisions in the Regulations
- The size, siting, design, colour, and illumination of the advertisement
- The impact on the visual amenity of the building and surrounding area
- Highway and public safety, particularly where visibility may be affected
- Whether the proposal preserves heritage assets or conservation area character
- The cumulative effect of multiple signs in town centres or sensitive locations
- Whether planning conditions or restrictions apply to the site
When this service is appropriate
Use this service when you are proposing any external signage or display that may require formal consent because it does not meet the deemed consent conditions under the Regulations. This includes:
- New fascia signs and projecting hanging signs
- Illuminated signs or digital display screens
- Free-standing signs and hoardings
- Advertisement panels on development sites
- Trade signage on buildings in town centres or commercial parks
- Signage affecting conservation areas, listed buildings, or heritage assets
- Cases where councils have served enforcement action for unlawful advertising
Clear justification is essential because Advertisement Consent decisions are technical and often turn on precise compliance with the Regulations and local amenity policies.
Frequently Asked Questions
What is Advertisement Consent?
Advertisement Consent is the formal approval required from the local planning authority under the Town and Country Planning (Control of Advertisements) (England) Regulations 2007 where an advert cannot be displayed under the Regulations’ deemed consent provisions. Consent regulates the display of signs in the interests of amenity and public safety.
What is deemed consent for advertisements?
Deemed consent is the automatic permission granted under Schedule 3 of the Regulations for certain types of advertisements that meet strict conditions relating to size, position, illumination and location. If these conditions are not met, Advertisement Consent is required.
How long does an Advertisement Consent application take?
Typically, the council has 8 weeks from validation to determine an Advertisement Consent application. If the council does not make a decision within this period, there is no deemed approval; the application must be determined.
What documents are needed for Advertisement Consent?
A typical submission includes the correct A-series application form, site location plan, existing and proposed drawings of the signage, photos of the site context, and a written justification that refers to the relevant Regulations and local policies.
Will highways or public safety be considered?
Yes. The Regulations require local authorities to consider public safety when assessing visual impact, distraction or obstruction to drivers, cyclists, pedestrians, and where site lines or traffic visibility could be compromised.
Can signage on heritage buildings be granted consent?
Yes. Advertisement Consent can be granted for signage on listed buildings or in conservation areas, but councils must ensure that the proposals preserve the character of the building or area and comply with heritage policies as well as Regulations.
