Newspaper article The Journal (Newcastle, England)

Don't Pay for Your Display!

Newspaper article The Journal (Newcastle, England)

Don't Pay for Your Display!

Article excerpt

Byline: By Richard Freeman-Wallace

New regulations were introduced in March to update and improve the current arrangements for controlling outdoor advertisements.

Separate measures were announced at the same time by planning minister Yvette Cooper to ensure councils can punish companies who advertise illegally on England's roads.

The outdoor advertisements legislation is now also much more responsive to rapidly changing forms of advertising, including balloons, rotating poster panels and advertising displayed on fixed blinds or canopies at fascia level on business premises as well as more traditional static billboards.

Screening of scaffolding at construction sites provides a mouth-watering opportunity to advertise, either for developers or retailers.

The panels are huge, often in excellent locations, and offer a temporary, one-off chance to promote a scheme or product before the screens are removed.

Councils now have stronger and more flexible powers, however, to tackle those whose adverts flout the law, dangerously distract drivers and blight the countryside.

All local planning authorities have access to a new database that allows enforcement officers to enter and pull out details of prosecutions and formal cautions against companies and individuals who have unlawfully displayed advertisements.

It underlines the need to gain planning permission before you contemplate erecting a large advertisement, even if it is only designed to have a short term life. Because of their size and high-profile nature, the local planning department will notice them very quickly, and can demand their instantaneous removal.

Planning regulations are complex, but with a little preparation and professional help there is a much greater chance of success in exploiting one-off opportunities to advertise.

Planning rules are particularly complex in defining what an advertisement is, and also whether or not consent is required for certain types of advertisements. …

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