Types of advertising

Advertising is a powerful tool to promote businesses and events. As a district we understand this and support local business, however, we need to ensure the correct advertising consents are in place.

East Cambridgeshire’s three market town centres; Ely, Soham and Littleport are all within conservation areas and they contain buildings of local or historic interest.

To preserve the special character of conservation areas and the entire district all forms of advertising need to be carefully considered.

You should consider the size, design and colour of the advertisement and how it complements the building and surrounding area. For example, images of products are not desirable.

Do I need consent for my advert?

Before you display any advert you should check whether it can be legally displayed, subject to conditions, under The Town and Country Planning (Control of Advertisements) (England) Regulations 2007 (as amended) (external link)

If your advert does not meet the requirements of the regulations you will need to submit an application for advertisement consent to your Local Planning Authority.

The display of unauthorised adverts is a criminal offence, for which the district council can consider a prosecution in the Magistrates’ Court.

Where can I find out more?

Guidance is available online (external link)

The information below relates to different types of advertising that you may be considering.

Window graphics, window stickers and vinyl decals

Anything added to shop windows to promote a business is classed as an advert, and therefore, you need to ensure the required advertisement consent is in place prior to installation.

A general principle is that shop windows should not be cluttered, allowing passers-by to see into the shop. Too many stickers or signs can be counter-productive when it comes to attracting custom and is also harmful to the character of the area.

A-boards and other shop front signage

Anything added to a shop front, wall, pavement, or street furniture to promote a business is classed as an advert, and therefore, you need to ensure the required advertisement consent is in place prior to installation.

A general principle is that shop frontages should not be cluttered, allowing passers-by to see into the shop. A-boards create an obstruction for people using wheelchairs, mobility scooters or pushchairs, and for the blind or partially-sighted. Too many A-boards and other signage can be counter-productive when it comes to attracting custom and is also harmful to the character of the area.

Advertising banners

Advertising banners are not generally encouraged because they can cause harm to the visual amenity of the area and can also be a distraction to road users depending on where they are positioned, and the size of the text/graphics displayed.