How to check for and obtain advertisement consent

Before you spend any money on a new shop sign, you must check with your local council’s planning department to see if you need 'advertisement consent'. Getting this wrong can lead to a fine and being forced to take your sign down, so it's a step you can't afford to skip. The rules depend on the sign's size, position, and whether it lights up.

What is Advertisement Consent?

Advertisement consent is a type of planning permission specifically for signs and adverts. Councils use it to make sure that new signs are safe and don't negatively impact the look and feel of an area. This is especially important if your business is located in a conservation area or on a listed building, where the rules are much stricter.

When do I need to apply?

It's always safest to assume you need permission and check. You will almost certainly need to apply for consent if your proposed sign has any of the following features:

• It is larger than 0.3 square metres.
• It is illuminated (either internally or with an overhead light).
• It projects outwards from the wall of the building.
• It is positioned high up on the building (above the ground floor level).

How to Check and Apply

Follow these steps to ensure you get it right:

1. Find your local council: Use the GOV.UK 'Find your local council' service by entering the postcode of your business premises.
2. Go to the planning section: On your council's website, find the 'Planning' or 'Planning and Building Control' section. Use their search bar to look for "advertisement consent" or "shop signs".
3. Read the local guidance: Most councils have specific policy documents that explain what is and isn't likely to be approved in terms of size, materials, and design.
4. Speak to a planner: If you are unsure about anything, contact the planning department. They often have a 'duty planner' who can provide free, informal advice before you submit an application.
5. Submit your application: If you need consent, you will have to submit a formal application. This is usually done online via the national Planning Portal and will require detailed drawings of the sign, its dimensions, and how it will be fixed to the building.

Top Tip: Have a clear idea of the sign you want before you contact the council. A simple sketch with dimensions and notes on materials and lighting will make it much easier for them to give you accurate advice.

Ignoring these rules can be expensive. The council can issue an enforcement notice requiring you to remove the sign immediately. Failure to comply can lead to prosecution and a significant fine, so it pays to get it right from the start.