PLEASE NOTE

The Unitary Development Plan (UDP) policies and planning, building control and other legislation and
regulations referred to in the text of this guide were current at the time of publication. Because this
guidance is an electronic version of the printed guidance as approved and adopted, these references have
NOT been changed. For ease of contact; names, telephone numbers and locations have been regarded as
non-material editorial changes and have been updated.

As UDP policies and government legislation may have changed over time, before carrying out any work, it
is recommended that you consult the current UDP
http://www.westminster.gov.uk/planningandlicensing/udp/index.cfm for policy revisions and you may wish
to check with planning and/or building control officers about your proposals.

ADVERTISEMENT DESIGN GUIDELINES

c:\documents and settings\chris\my documents\webspgs\advertspgweb.doc\0

26/11/2004
Through this Design Guide, the Council aims to make two general points: the first concerns the design of
individual advertisements. An advertisement can be visually good or bad irrespective of how much it costs
and regardless of whether the firm or product it advertises is big, small, long established, new traditional,
modern, expensive or cheap.

The second point concerns the cumulative visual effect which advertisements - of either good or bad
design - have on the character of areas and on the general townscape. Excessive and un-coordinated
advertising creates visual disorder and can easily defeat its own purpose, which is to attract attention to a
particular product, service or place.

In general terms, the quality of advertisements depends primarily on whether they show concern for the
buildings and the areas which they affect and, through this, respect for the public to whom they are
directed. Almost invariably, following these fundamental principles of good design will lead to visual and
commercial success.

Contents
1. Introduction
2. Legislation
3. General Principles
4. Applications for Advertisement Consent
5. Fascia Signs
6. Projecting or Hanging Signs
7. Other Signs on Commercial Premises
8. Signs on Blinds and Awnings
9. Flags and Banners
10. Hoardings and Poster Sites
11. Advertisements on Street Furniture
12. Advertisements on Particular Types of Premises
13. Advertisements in Particular Areas
14. Estate Agents' and Similar Boards
15. Other Temporary Advertisements
16. Unauthorised Advertisements
17. Contacts

1. Introduction
Outdoor advertising is an important feature in the street scene of many parts of Westminster, especially in
the more commercial parts of the West End. As well as having the practical purpose of providing
information about businesses, goods, events and other matters, its presence is often a great influence on
the appearance of a street as seen by the passer-by. Consider how different Piccadilly Circus, Leicester
Square, Oxford Street or Regent Street would look without any shop signs or illuminated displays, or how a
quiet residential terrace would appear if covered in signs and lights.

The overall design of individual advertisements, their size, what they are made of, whether they are
illuminated, the type of building they are on, their position on the building, the appearance of surrounding
buildings and their cumulative effect, are all important factors in the impact of a single advertisement on
the street scene. A particular design may be appropriate in one location, on a particular building, but the
same design may appear discordant on a different building or in a different place.

The City Council is principally concerned to ensure that all outdoor advertising is of high quality, well suited
to the building or street for which it is proposed and makes a positive contribution to the appearance and
character of an area. The City Council's statutory policies for outdoor advertising are contained in
Chapter 9 of the Unitary Development Plan. These design guidelines are based on those policies but are
non-statutory advice, published to assist property owners who are considering displaying advertisements.

Specific proposals, especially on listed buildings and within conservation areas, can be discussed with
officers of the Development Division of the Planning and Transportation Department (see 'Contacts' at the
end of this booklet).

c:\documents and settings\chris\my documents\webspgs\advertspgweb.doc\0

26/11/2004
2. Legislation
The current powers of local authorities over outdoor advertisements are set out in the Town and Country
Planning Act 1990 (principally sections 220-225) and the Town and Country Planning (Control of
Advertisements) Regulations 1992. The legislation appears complex, especially on first reading. A good
free summary, 'Outdoor Advertising and Signs, a Guide for Advertisers' was published by the
Department of the Environment in 1989 and is currently under revision to incorporate the 1992
Regulations.

Some particularly relevant sections in the 1992 Regulations are the following:

Regulation 7, which gives the Secretary of State for the Environment the power to bring under direct
planning control the display of any advertisements which normally do not require the Local Planning
Authority's consent.

Regulation 8, which gives a Local Planning Authority powers to discontinue the display of an
advertisement which initially did not need to obtain express consent.

Regulation 27, which defines liability and fines in cases of contravention of the Regulations.

Additional considerations relating to listed buildings and conservation areas are contained in the Planning
(Listed Buildings and Conservation Areas) Act 1990.

It is not intended to summarise the legislation in these guidelines but advice on whether consent is
required in individual cases can be sought from the City Council. Please try and follow the general advice
given in these guidelines which are intended to maintain and improve the quality of outdoor advertising and
the appearance of Westminster.

3. General Principles
The principle factors which the City Council will normally consider when determining applications for
advertisement consent are as follows:

3.1 The Character or Appearance of the Area

Advertisements should respect the character or appearance of the local area. In predominantly residential
areas advertisements will principally be restricted to business premises, and the minimum amount of
advertising should be used. In the more commercial parts of the City there are already many
advertisements and there are already many advertisements and they are themselves often contributors to
the character of the area, such as in Leicester Square or China Town. In the more commercial areas the
City Council will use is powers flexibly, taking into account the principles listed in these guidelines and
seeking to ensure that advertisements, either individually or cumulatively, are not damaging to the
character and appearance of individual buildings, streets or areas of the City.

Within conservation areas, which include around three quarters of the City, the City Council has greater
powers of control. Here all advertisements will be expected to preserve or enhance the character or
appearance of the area. A stricter line will be taken on the design, materials, method of illumination,
positioning, number, type and scale of advertisements allowed.

c:\documents and settings\chris\my documents\webspgs\advertspgweb.doc\0

26/11/2004
 Regent Street, W1
Jermyn Street, SW1

In Conservation Areas the Council will ensure that advertisements preserve or enhance the character of
buildings and streets. The size, form, materials, colours, positioning and lettering of advertisements are all
important considerations. In Conservation Areas, advertisements should be designed to relate to the
character of the buildings on which they are attached and should be visibly compatible with the traditional
appearance of their street.

Piccadilly, W1

Covent Garden, WC2

Examples of advertising signs on listed buildings. On a listed building, advertisements should be designed
as architectural elements of the building, normally following its character in terms of style, materials and
colours.

3.2 The Character and Appearance of Buildings

Most advertisements are fixed to buildings and should be designed to suit the scale, proportions, period,
architectural detailing and use of the building. Advertisements on listed buildings will generally require
listed building consent, even where advertisement consent is not required, and must be designed and
attached to the building with particular care. They must not harm the character of the building or obscure
architectural features.

Advertisements positioned inside listed buildings, for example behind the window glass, may also require
listed building consent and illumination may not be permitted. Advertisements close to listed buildings,
should also be designed with regard to the setting of those buildings.

c:\documents and settings\chris\my documents\webspgs\advertspgweb.doc\0

26/11/2004
 Recommended positioning of projecting signs in relation
to the fascia, pavement and kerb lines.

3.3 The Position on a Building or in the Street

Advertisements should be confined to the ground floor or basement area of buildings. Projecting signs
should be fixed to the pilasters or columns between buildings, or the fascia above the ground floor window,
in one exists.

Advertisements fixed above the ground floor will not normally be allowed, unless they cannot reasonably
be fixed at a lower level, or if it can be demonstrated that they make a positive contribution to the character
of an area or a building.

Attention will be paid to the potential impact of the advertisement upon pedestrian and vehicular safety.

Advertisements will not normally be allowed to be fixed to street furniture within conservation areas,
London Squares or other sensitive locations such as adjacent to the Royal Parks or listed buildings.

A co-ordinated scheme of well Queensway, W2, April 1990. Excessive

designed advertisements, restricted numbers and unrelated positioning of

c:\documents and settings\chris\my documents\webspgs\advertspgweb.doc\0

26/11/2004
 to one projecting sign per shop, advertisements create visual clutter,
avoids visual clutter and attracts disorder and confusion. Not only can it
attention to each individual shop obstruct the visual appreciation of
(Example: Cecil Court, WC2) buildings but it can also defeat its own
purpose, i.e. to attract attention to a
particular building or shop. In
considering applications for new
advertisements, the Council will take
into account the number of
advertisements which already exist on
the building or on adjacent buildings.

3.4 The Number of Other Advertisements on the Building or in the Street

The number of advertisement should be kept to the minimum necessary to convey essential information,
even in commercial areas. Only one advertisement, or one projecting and one fascia sign on each
principal frontage will normally be permitted. The appearance of a large number of advertisements on a
building or in a street is often counter-productive because it becomes difficult to pick out one individual
advertisement and can be very disruptive to the appearance and architectural character of an area. When
preparing designs for new advertisements, the opportunity should be taken to reduce the number of signs
on the building or structure and remove those which are redundant.

Where the City Council considers that harms is being caused by advertisements that do not normally
require express consent, as in the case of Estate Agents' boards, they will apply to the Secretary of State
for the Environment for additional controls in the interest of amenity.

3.5 Materials, Illumination and Detailed Design

In general, traditional materials such as painted timber, wrought iron, bronze and other alloys or ceramics
will be more appropriate than acrylics and other plastics, especially within conservation areas and on listed
buildings. Harsh and gaudy fluorescent colours, unsympathetic to the building, should be avoided. In
considering applications for illuminated advertisements the Council will also be concerned to control any
unreasonable intensity of light and its dazzling effect on drivers.

Within conservation areas and residential areas or on listed buildings, illuminated signs will only be
permitted where their design is well related to the buildings on which they are to be fixed. Internally
illuminated signs should take the form of individually mounted and lit letters or symbols on a background
made of appropriate materials. External illumination is generally preferable; it should be discreetly fixed
and the minimum to allow the sign to be seen at night. The colour and brightness of the illumination and
its ability to distract or confuse passing drivers will be taken into account. The size of lettering and logos
should be in proportion to the detailing of the building.

Discretion must be exercised in the application of a corporate image, especially within conservation areas
and on listed buildings. It is usually possible to retain the graphic style, with careful use of materials,
adaptation of size, and a flexible approach to location. The City Council will expect retail chains and
companies to adjust their corporate signs to suit the townscape and individual buildings.

Examples of
advertisements which are
inappropriate for the
buildings on which they
are attached and for their
areas in terms of material
and/or positioning,
detailing, colours, size,
style, numbers and lack of
co-ordination. (Photos
taken between
1983-1988).

Wardour Street, W1 Piccadilly, W1

c:\documents and settings\chris\my documents\webspgs\advertspgweb.doc\0

26/11/2004
3.6 Interpretation and Inter-relationship of General Principles
The Council is fully aware that good design cannot always be achieved by following a simple set of rules,
even if they are given in the form of general design principles. Success usually depends on the designer's
ability to interpret and inter-relate such principles and to apply them to specific buildings and areas.
Applicants for advertisement consent, or anyone who wants to display an advertisement, are encouraged
to seek advice from specialist professional designers.

The following examples show how the general principles of good advertisement design inter-relate and
work together. In certain exceptional cases where a high quality of overall design has been applied, some
of the general principles have been relaxed with success.

Traditional materials,
colours and style are
recommended in
principle on old
buildings and can be
highly successful ( far
left), but excessive
size can still make an
advertisement
inappropriate, by
obliterating important
Bond Street, W1 parts of the building
(left).

Connaught Street, W2

The Council is actively

discouraging the use
of excessive,
overpowering
advertising (far left),
but given the right
colour scheme, good
design, appropriate
materials, and the right
kind of building,
exuberant advertising
Oxford Street, W1 can be acceptable
(left). (See also,
Advertisements on
Particular Types of
Premises, p. 21).

Maiden Lane, WC2

c:\documents and settings\chris\my documents\webspgs\advertspgweb.doc\0

26/11/2004
 Co-ordination is one of the
characteristics, which the
Council's policy is aiming to
achieve (far left), but, if taken
to extremes, it can easily
become uninteresting
repetition (left).

Charing Cross Road, WC2

Covent Garden, WC2

The Council encourages, in

principle, the use of
non-illuminated fascia signs
(far left), but, if illumination is
not excessive and the sign is
carefully designed, such
fascia signs can be
acceptable (left).

Connaught Street, W2 Old Compton Street, W1

The Council
does not
encourage the
use of modern
materials on old
buildings (far
left), but given
high quality
design, modern
materials can
sometimes
match the quality
and character of
old buildings,
(left).

Oxford Street, W1 New Bond Street, W1

Advertisements involving 'figurative' representations are

normally acceptable only if they are strictly incorporated in
the design of the buildings concerned. However,
three dimensional compositions with no direct reference to
the style of the building have sometimes been approved. In
some cases even illuminated figures unrelated to the
character of the building can be acceptable. Left is an
example of an advertisement of this kind, which was
approved because it is contained within the fascia of the
h f t it i l i d i l di t d

c:\documents and settings\chris\my documents\webspgs\advertspgweb.doc\0

26/11/2004
 shopfront, it is laconic and simple, and introduces an
element of humorous 'pop' symbolism.

Old Compton Street, W1

Also, although the use of

direct trade-representational
figures is normally not
encouraged, in certain cases
it has been appropriate and
not out of character with the
buildings on which they are
displayed (left).

Regent Street, W1

4. Application for Advertisement Consent

Applications should be made on the forms provided by the City Council and available from One-Stop
Services at City Hall or 313 Harrow Road. The forms should be accompanied by scaled drawings,
preferably prepared by a specialist designer, showing the location of the proposed advertisement on the
building or in the street, the method and type of fixing and illumination (if proposed) and the materials and
colours to be used. Sections and elevational drawings will normally be required and the height of
projecting signs from the pavement should be shown. A decision is likely to be obtained more speedily if
good quality, photographs of the building are included in the submission.

5. Fascia Signs
These should be contained within the original architectural fascia of the building and only show the
name/nature of the business. Incorporating the street number in the fascia sign is desirable in all cases.

The illumination of fascias requires careful consideration. Bulky, internally illuminated box signs
constructed from non-traditional materials such as perspex, produce a crude effect and are unlikely to be
allowed within conservation areas or on listed buildings. More subtle and acceptable solutions can be
provided by fascias made from traditional materials such as painted timber, externally lit by carefully
directed light beams or internally lit individually mounted letters standing proud of the fascia. This
approach should also be taken outside conservation areas.

Well designed lettering on the windows or door may be an alternative to a fascia sign, but these should not
be automatically treated as an additional area for signage.

Further advice on fascia signs is given in the City Council's publication 'Shopfronts, Blinds and Signs'
(1990).

Examples of
fascia signs
of traditional
or modern
appearance,
designed to
complement
the buildings
and their
streets.

c:\documents and settings\chris\my documents\webspgs\advertspgweb.doc\0

26/11/2004
 Old Bond Street, W1 Jermyn Street, SW1

Neon illumination on shopfront fascia

advertisements is normally acceptable only if
it is limited and is integrated into the
appearance of the whole of the elevation.

Old Compton Street, W1

Exemplary incorporation of the fascia sign

within the original character of this building
and the appearance of the street. Note the
spot lights above, providing a successful way
of illumination.

Regent Street, W1

Acceptable adaptation of corporate-image

fascia-sign to fit the appearance of this
building. (Note unsuccessful application of
corporate projecting sign and entrance logo.)

Oxford Street, W1

6. Projecting or Hanging Signs

Signs on timber or metal hanging boards of modest size and good proportions are a traditional feature of
commercial streets and, where possible, original brackets and boards should be retained. Hanging signs
on wrought iron brackets are almost always preferable to solid projecting box signs, especially within
conservation areas, but exceptions may be made on modern buildings. Projecting signs should normally
be located at fascia height and preferably on the pilaster, unless this would damage important architectural
features. The minimum height from the pavement and distance from the kerb line are shown in Figure 13.

Internally illuminated projecting signs will not normally be allowed in conservation areas or on listed
buildings. Hanging signs may be illuminated by a 'picture' strip-light fixed above or below the sign, covered
by a metal cowl or by a single spot lights fixed to the sign.

Additional guidance is given in the City Council's guide 'Shopfronts, Blinds and Signs' (1990).

Examples of projecting and

hanging signs, which do not
damage the appearance of the
buildings or their streets.

c:\documents and settings\chris\my documents\webspgs\advertspgweb.doc\0

26/11/2004
 Burlington Gardens, W1 Dover Street, W1

7. Other Signs on Commercial Properties

7.1 Signs on Windows

Professionally painted non-illuminated signs on windows are a traditional alternative to projecting and
fascia signs. They can be a particularly useful alternative to projecting signs, for businesses operating only
from the upper floors of a building and may be acceptable if executed in a traditional manner.

An example of signs painted

on windows, which are
normally acceptable.

Mount Street, W1

An advertisement which does

not relate to the building on
which it is attached.

Victoria, SW1

7.2 Signs Fixed to a Building, that are Unrelated to the Business Being Carried on in the Building
Permanent advertisements or structures fixed to a building for the display of advertisements unrelated to
the business being carried on in the building, are unlikely to receive consent from the City Council. Given
the large number of advertisements relating to commercial activities within individual buildings, the City
Council is concerned to reduce additional advertisements to a minimum, especially in conservation areas

c:\documents and settings\chris\my documents\webspgs\advertspgweb.doc\0

26/11/2004
or other sensitive locations. (Advice on temporary advertisements and hoardings is given further on in
these guidelines).

7.3 Advertisements on Street Level Front Boundary Railings

These should normally be avoided, especially in a conservation areas, unless a small sign fixed to the
railings is the only way of drawing attention to the existence of, for example, a separate unit at building
level, with direct access from the street. Ground floor railings are often a suitable position for fixing
temporary estate agents' boards.

Green Street, W1 (1990)

7.4 Advertisements on Forecourts and the Public Highway

Free-standing signs, such as 'A' boards on the public highway (which includes the pavement) will very
rarely be permitted, because of the obstruction they cause to pedestrians. A separate consent is
necessary under the Highways Act for any temporary or permanent obstruction on the highway.

Non-illuminated signs on private forecourts are normally allowed, subject to their size and positioning.
Illuminated signs require consent from the City Council and will be considered in terms of the criteria
outlined in Section 3 of these guidelines.

Examples of advertisements in
forecourts and public highways.
This form of advertising will be
resisted by the Council.

Oxford Street, W1

8. Signs on Blinds and Awnings

Blinds and awnings are seldom the best means for permanent display of advertisements, because they
require permanent maintenance and tend to obscure the front of the building and other signs beneath
them.

A traditional fascia sign or hanging board, is generally a more effective advertisement than one appearing
on a blind or awning.

c:\documents and settings\chris\my documents\webspgs\advertspgweb.doc\0

26/11/2004
The City Council rarely allows blinds or awnings above ground floor level. Further information on blinds is
contained in the City Council's guide 'Shopfronts, Blinds, and Signs' (1990).

Examples of advertisements on blinds and awnings,

which do not detract from the character of the
building or the appearance of the area.

The Council will resist plastic blinds and awnings of

bright colours when they do not relate to the
character of the building, especially in conservation
areas and on listed buildings.

Bond Street, W1

9. Flags and Banners

Flags on public buildings and foreign diplomatic premises are a traditional and colourful feature of central
London. In recent years, however, flags and banners have become an increasingly popular form of
commercial advertising. In some commercial areas flags may be a suitable form of display but within
residential areas and conservation areas and on listed buildings, the City Council will be principally
concerned to safeguard the character and appearance of the area and individual buildings. Even in
commercial areas, flags and banners will not necessarily be considered an acceptable form of advertising,
especially at high level.

Even well designed commercial flags

and banners can be unacceptable on
grounds of positioning and
proliferation.

Bond Street, W1

10. Hoardings and Poster Sites

Permanent hoardings or structures fixed to buildings to display advertisements will rarely be permitted by
the City Council, particularly in residential areas, conservation areas and on or close to listed buildings.

Where they do not relate to the land or its development, commercial advertisements on temporary
hoardings, such as those around building sites or vacant land, will not normally be permitted by the City
Council in conservation areas or around listed buildings. As an alternative, site owners are encouraged to
consider painting their temporary hoardings in a decorative manner, to add interest to the street scene,
while building works take place.

Advertisements on hoardings, by their sheer

size and bold content usually harm the
scale, colour effect, roofline and overall
appearance of any area and especially
conservation areas. On residential
buildings, the erection of an advertising
hoarding may even be legally treated as a
Change of Use.

c:\documents and settings\chris\my documents\webspgs\advertspgweb.doc\0

26/11/2004
 Vauxhall Bridge Road, SW1 (1991)

The Council will encourage contractors to

decorate temporary hoarding on building
sites in a way which will enhance the
appearance of the area during the time
building works are carried out on the site.
The Council's booklet 'Considerate
Builders' (1989) contains more detailed
advice on this matter. (Contact: 020
7641 3402)

Leicester Square, WC2 (1990)

11. Advertisements on Street Furniture

Westminster has an outstanding heritage of interesting and historic street furniture. This includes drinking
fountains and cattle troughs, statues and memorials, post boxes and telephone kiosks. In addition there
are numerous street lights, traffic signs, litter bins, planting boxes, benches, bus shelters and similar
structures, all competing for space on the pavement and the attention of the passers-by.

In recent years, the City Council has been seeking to reduce and rationalise the amount of unnecessary
street furniture and visual clutter, especially in conservation areas. New, free standing structures to
display advertisements will therefore rarely be allowed in sensitive locations such as conservation areas,
and consent to display advertisements on existing or new street furniture will rarely be granted.

12. Advertisements on Particular Types of Premises

12.1 Theatres, Cinemas and Other Public Entertainment Buildings
These buildings have historically displayed numerous and bright lit signs. However, individual proposals
will be considered in terms of their design merits, relationship to the building, and contribution to the day
and night time character and appearance of the street and area.

Many theatres and other public entertainment buildings are listed as being of special architectural and/or
historic interest and advertisements should be particularly sensitive to their architectural features and
details. Advertisements above ground floor level, should normally be displayed on light-weight structures
allowing the fabric of the building to be seen beneath. Consideration can also be given to floodlighting
architectural features where this would enhance the character and appearance of the building and its
surroundings. The lighting units should be hidden from view, as far as possible.

Examples of advertisements on theatres, which do

not obscure the buildings on which they appear. As
far as it feasible, the Council will insist on this
approach being taken, especially on listed buildings.

Covent Garden, WC2

c:\documents and settings\chris\my documents\webspgs\advertspgweb.doc\0

26/11/2004
12.2 Public Houses
Public houses have traditionally displayed a variety of advertisements which in some cases have not
changed since the premises were first opened. The City Council is keen to see traditional signs retained
or restored and may permit a limited number of high level signs where these have previously existed or are
a feature of public houses in the area.

On Public Houses the Council will

encourage this type of high quality
traditional advertising.

St. Martin's Court, WC2

The general considerations for all advertisements outlined in Section 3, and the guidelines on specific
types of sign elsewhere in this booklet will also be applied. Particular consideration should be given to
retaining and/or devising an overall design scheme for the advertisements on a public house so that
individual elements respect the architectural features and appear as a co-ordinated whole.

12.3 Department Stores

Large scale signs on department store buildings will not normally be considered acceptable as they can be
obtrusive features in the streetscene. However in appropriate circumstances, individual proposals will be
considered in terms of their design, their relationship to the building, their contribution to the day and night
time appearance of the street and the character and appearance of the area.

Applications for this type of

advertisement above ground floor level
will be considered on their own merits
on grounds of suitability for the building
and the area.

Regent Street, W1

12.4 Hotels and Other Commercial Uses of Originally Residential Premises

The great majority of hotels in Westminster occupy buildings of modest size, originally designed for
residential use. Many of these hotels are in predominantly residential areas, such as Pimlico, Bayswater
and the Portman Estate.

The City Council is concerned that the original architectural features of the buildings and the residential
character of the buildings and areas are respected. Earlier guidelines have been published for Pimlico and
Sussex Gardens on the subject of hotel signs. This guide incorporates and updates that advice which is
equally applicable to other commercial occupiers of eighteenth and nineteenth century, originally
residential, properties.

Advertisements should generally be confined to the ground floor of the property and be the minimum size
and number necessary to convey information about the business. Normally, this should comprise the only
name of the business and the street number. The City Council is particularly concerned that buildings not
designed to display commercial signage are not burdened with advertisements. One sign parallel to the
main building facade and one at right angles will generally be considered the maximum. If a business
occupies two or more adjacent properties, there should be no unreasonable duplication of advertising.

c:\documents and settings\chris\my documents\webspgs\advertspgweb.doc\0

26/11/2004
 Acceptable type of Hotel Appropriate type of Hotel Suitably designed Hotel
advertisement on stuccoed advertisement on porch of 19th advertisement on 19th century
buildings without a porch. century stuccoed building with stuccoed building with
triglyph-decorated classical plain-pediment classical porch.
portico.

Hotel advertisements must respect the domestic character of old residential buildings and areas. Subtle
and simple signs incorporated in the original design of the building and the character of the area will be
acceptable.

Illumination should be restrained, especially in predominantly residential areas. Internally illuminated box
signs are generally inappropriate and alternative approaches are outlined in the sections on fascia and
projecting signs in these guidelines. In all cases the lettering and any supply cabling should be fixed as
discreetly as possible and must not obscure original architectural features.

13. Advertisements in Particular Areas

13.1 Bond Street and Regent Street
Separate guidelines have been published by the City Council on shopfronts and advertisements in these
important shopping streets.

13.2 Piccadilly Circus and Leicester Square

At present, Piccadilly Circus has a recognised character of large scale, illuminated advertisements.
Although this is an integral part of the appearance of this area, account must be taken of the scale and
architecture of individual buildings. Maintenance gantries and supporting structures should form an
integral part of the design and will be considered as part of any application.

Large scale advertisements, especially those promoting products unrelated to the building, will only be
allowed on buildings where they are considered suitable. Normally, high level moving advertisements, for
example cinematic screens, will not be allowed.

Piccadilly Circus, W1
Although the Council accepts the special tradition of some places with respect to
advertisements, wherever possible, extreme ways and forms of advertising in such
places, will be resisted. Considerable progress in reducing the impact of excessive

c:\documents and settings\chris\my documents\webspgs\advertspgweb.doc\0

26/11/2004
 advertisements on the appearance of buildings and areas was achieved recently in
the case of the London Pavilion in Piccadilly Circus, following the restoration of this
historic theatre. The Council will resist the recurrence of excessive advertising on
restored buildings in this area.

In Leicester Square, large scale advertisements should be restricted to the established cinema frontages.
High level advertisements will not normally be allowed on other buildings in the Square, and the general
design principles outlined in Section 3, will be applied.

(This advice supersedes that published in 1978 on Piccadilly Circus and Leicester Square.)

14. Estate Agents' and Similar Boards

Temporary signs, announcing that a property is for sale or letting, within certain specified limits as set out
in the Advertisements Regulations, can generally be erected without consent. In recent years however the
City Council has become increasingly concerned about the proliferation of such boards, especially in
certain residential parts of the City but also in the West End. The City Council has therefore obtained from
the Secretary of State for the Environment the power to request applications for express consent for the
display of any such boards in certain areas. A separate leaflet entitled 'Boardwatch' has been published
by the City Council, showing the restricted areas (known as Regulation 7 Direction Areas).

Following the approval of special controls, the City Council agreed that all applications for estate agents'
boards for residential property in the restricted areas will normally be refused and special criteria will apply
to commercial buildings. Outside the restricted areas, the maximum size permitted without consent is
defined by the Town and Country Planning (Control of Advertisements) Regulations 1992. Separate listed
building consent will be required for display of boards on listed buildings in such areas. Careful attention
will be paid to the positioning and method of fixing, to minimise the impact of boards on the character and
appearance of listed buildings or conservation areas.

An example of the unacceptable

proliferation of estate agents'
advertisements in the Bayswater and
Maida Vale areas, before the introduction
of special control measures.

View of Elgin Avenue, W9, free from

'For Sale' and 'To Let' boards, after the
Council introduced special measures of
control over this type of advertising.

15. Other Temporary Advertisements

The City Council receives many proposals for temporary advertisements, either announcing special events
or of a seasonal nature, such as Christmas street displays. In recent years these have increasingly sought
to promote commercial sponsors and their products. Individual applications will be considered on their
merits, taking into account the number, size, form, period of display required, general location, position in
the street and amount of 'commercial' advertising they show. Within conservation areas and on or close to
listed buildings, as for any other type of advertisement, consent will normally only be granted where the
proposal preserves or enhances the character or appearance of the area or building. It should be borne in
mind that only the minority of temporary advertisements can normally meet these criteria.

c:\documents and settings\chris\my documents\webspgs\advertspgweb.doc\0

26/11/2004
 Certain types of temporary advertisements do
not require express consent. Even in such
cases however, the Council may have powers
to discontinue their display on grounds of
amenity and public safety considerations.

Gerrard Street, W1

16. Unauthorised Advertisements

The City Council has powers to take enforcement action against advertisements erected without the
necessary consents. These powers include the ability to bring a prosecution in the Magistrates Court,
which is used if the offence is especially flagrant or repeated. There is a right of appeal to the Secretary of
State for the Environment in cases where advertisement consent has been refused by the City Council or if
the City Council is taking 'discontinuance action' against an advertisement which, although legally erected
without express consent, is considered to cause serious amenity problems or a danger to the public.

Any form of fly-posting (displaying an advertisement without consent) is an offence against which the City
Council can take immediate action, by prosecution, removal or obliteration.

Under section 224(3) of the Town and Country Planning Act 1990, any person who displays an
advertisement in contravention of the 1992 Regulations shall be guilty of an offence. Under the provisions
of the Criminal Justice Act 1991 and the Planning and Compensation Act 1991, such a person is liable on
summary conviction to a fine not exceeding £1,000 and £100 for each day during which the offence
continues after conviction.

An example of unauthorised “fly-posting against

which the Council can use its powers to take
action, and will do so whenever it is considered
appropriate and practical

17. Contacts

CLICK HERE FOR LINK TO

WESTMINSTER CITY COUNCIL
CONTACTS LIST

Department of Planning and City Development, Development Planning Services, July 1992

c:\documents and settings\chris\my documents\webspgs\advertspgweb.doc\0

26/11/2004