Overview of Advertisement and Signage Guidance

The main purpose of this chapter is to set out the council's detailed guidance to provide a consistent basis against which to consider the display of different categories of advertisements and signs. In drawing up the guidance it is acknowledged that amenity, design, impact on heritage and road safety are the only criteria that can be taken into account in assessing proposals for advertisements. The guidance is not intended to be overly prescriptive but is intended to advise applicants and commercial companies involved in promoting outdoor advertising how such advertising and signage, if appropriately designed and sited, can contribute towards a quality environment. The format adopted under each category includes a general description of the advertisement/sign type including information on where these normally occur, the potential impact that they can have and sensitivity level in terms of their location. This is followed by good practice design guidance appropriate to that type of advertisement/sign, albeit it is acknowledged that this may need to be tailored to address the unique circumstances and context that may apply in specific cases.