Planning for less outdoor advertising?

The UK Ministry for Housing, Communities and Local Government have been consulting on proposed changes to the planning system and in particular the National Planning Policy Framework (NPPF). This is a unique opportunity to raise the issues with outdoor advertising and push for national change in terms of how councils can use planning regulations as a way to restrict more digital ad screens in their local areas.

Adfree Cities have submitted our own response to relevant questions in the consultation which you can read in full here.

In particular we are calling for a change to the wording in the National Planning Policy Framework which addresses outdoor advertising.

From:

The quality and character of places can suffer when advertisements are poorly sited and designed. A separate consent process within the planning system controls the display of advertisements, which should be operated in a way which is simple, efficient and effective. Advertisements should be subject to control only in the interests of amenity and public safety, taking account of cumulative impacts. 

To:

The quality and character of places is rarely improved by the addition of advertising, which is often objected to by local residents. The consent process controlling the display of advertisements should therefore prioritise the views of nearby residents. Advertisements should be subject to control in the interests of a broad range of factors including alignment with council priorities such as climate, nature, public health, light pollution, safety, amenity, placement (including the avoidance of a disproportionate concentration of advertisements in more deprived communities), and the impact on local businesses. Further, details of the consent process, including grounds for refusal, should be open to revision by local planning bodies to ensure that control of advertisements is aligned with Local Plans.

Other questions that we have answered in the consultation refer to building well-designed homes and places; supporting local authorities to promote healthy communities, including tacking childhood obesity; addressing climate change; and the equalities impact of proposals.

We hope the government will use this as an opportunity to revise planning regulation for outdoor advertising in favour of communities and the environment rather than corporate profit.

Listen to our podcast episode on planning reform from June 2024 below.