Advertisement control

Advertisements are an important part of the local scene, well-designed advertisements can add brightness and bustle to commercial areas.

However, cluttered, poorly designed, overlarge or brightly-lit advertisements can have an adverse effect on the environment.

Although many signs can be displayed without express consent, the council has powers to control the most prominent outdoor advertisements under the Town & Country Planning (Control of Advertisements) Regulations 1992. 

Additional powers to control advertisements exist in parts of Meopham, Luddesdown and Cobham which have been designated as an area of special control, under the above regulations, in order to protect their attractive landscapes. 

The council's advertisement control powers are only exercisable in the interests of amenity and, where applicable, public safety.  It is these considerations, rather than commercial need or advantage, which must be decisive in the determination of any advertisement application.

The aim of these policy guidelines is to seek a balance between commercial requirements and the need to maintain and improve the quality of the environment.  Whilst each application for express consent under the regulations will be considered on its individual merits, these policy guidelines will be used as an important reference point.

The policy guidelines are in two parts: 
Area policies give guidance on the levels of advertisement display which will be acceptable in various parts of the borough. 
General policies provide advice on advertisement displays throughout Gravesham.

Where an advertisement is acceptable in terms of the area policies, the general policies will be applied to ensure that details of advertisement size, positioning and illumination are satisfactory.

Area policies
Gravesham has been divided into the following areas for the operation of these policy guidelines:

• Gravesend town centre shopping area
• local shopping centres
• residential areas and villages
• other parts of the urban area of Gravesend and Northfleet conservation areas
• the countryside

These advertisement control policy areas are generally identical with policy areas already identified in the Gravesham Local Plan 1st Review.

Gravesend town centre shopping area
(Area subject to Policy S2 on the proposals map, Gravesham Local Plan 1st Review)

It is recognised that advertisement displays can add to the appearance of Gravesend as a lively and prosperous shopping centre.  Accordingly, the level of advertisement display acceptable in the town centre shopping area will be higher than elsewhere in the borough.  Some parts of the town centre have been designated as conservation areas.  Within those areas, in addition to Policy 1, advertisements must conform to Policy 5.

Policy 1        Advertisements, including illuminated advertisements, will
                     generally be acceptable on business premises in the town centre
                     shopping area.  However, the council will wish to see
                     that displays are well-designed and attractive.

Local shopping centres
(Areas subject to Policies S6 and S7 on the proposals map, Gravesham Local Plan 1st Review).

Advertisement displays can help to strengthen the identity of the borough's local shopping centres.  However, many local shops directly adjoin or face residential property and commercial requirements have to be balanced against amenity.

Policy 2        Advertisements in local shopping centres should generally relate to
                     the premises on which they are displayed.  Illuminated
                     advertisements may be acceptable where they are adequately
                     screened from residential property or are essential for the operation
                     of a business, open after normal shopping hours.

It is likely that premises such as public houses and take-away food shops will fall within the category of businesses or activities open after normal hours.

Residential areas and villages
(Areas subject to Policies H1, V1 and V3 on the proposals map, Gravesham Local Plan 1st Review)

The council's overriding concern will be to protect the amenity of residential areas and villages.  However, the need for a limited amount of advertisement displays to identify business premises is recognised.

Policy 3        Illuminated advertisements in residential areas and villages will be
                     resisted, except in special circumstances where a functional
                     advertisement is essential for the operation of the business or
                     activity carried on after normal shopping hours.  The display of
                     other advertisement matter will be restricted to that essential for the
                     identification of business premises.

It is likely that public houses and guest houses will fall within the category of businesses or activities carried on after normal shopping hours.

Other parts of the urban area of Gravesend and Northfleet
This is an area of varied land uses, including the borough's main industrial areas, open spaces and schools, together with mixed use areas of shops, offices and houses around the edge of Gravesend town centre.  Commercial requirements have to be balanced against the need to protect the amenity of residents and open spaces.

Policy 4        Advertisement displays in other parts of the urban area of
                     Gravesend and Northfleet will generally be acceptable on business
                     premises, if they relate to the trade or activity carried on in the
                     premises.  Other advertisements will be considered on their
                     individual merits and may be acceptable if they are viewed against
                     a commercial background and, in the case of illuminated
                     advertisements, are adequately screened from residential property.

Conservation areas
(Areas subject to Policy TC3 on the proposals map, Gravesham Local Plan 1st Review)

The council is very concerned to ensure that the environment generally is improved by achieving a good standard of design in new development.  This is particularly relevant in conservation areas.  Advertisements of modern design often sit uneasily within such historic areas.  The council accepts that advertisements are a necessary part of ensuring the continuing vitality of such areas but, at the same time, expects the standard of such advertisements to be high quality and in harmony with the area in which they are displayed.

Policy 5        In or adjoining conservation areas and on listed buildings, or in a
                     position which would affect the setting of a listed building, the
                     protection of amenity will be the paramount consideration.
                     Advertisements should harmonise with the architectural features of
                     any building on which they are displayed and not otherwise detract
                     from the appearance of the conservation area or listed building.

The countryside
(Areas subject to Policies GB1, AP14a, AP14b, AP15, AP18 and AP19 on the proposals map, Gravesham Local Plan 1st Review)

Advertisements in the countryside are often harmful to amenity and can be detrimental to public safety if badly sited in relation to narrow country roads.  Accordingly, the amount of advertisement matter in the countryside will be strictly controlled.

A large part of Gravesham is designated an "Area of Special Control for Advertisements".  Within this area, a stricter control over advertisements applies because of the necessity of preserving or enhancing the appearance of the area.

Policy 6        In the countryside, advertisements will be resisted unless a strong
                     case can be made for their display.

General policies
Amenity
The council is keen to ensure that advertisement displays do not detract from and, if possible, add to the quality of the environment; this applies especially in sensitive locations such as conservation areas and on listed buildings.

Policy 7        Advertisement displays will be expected to comply with the
                     following criteria -

                    (a)     they should be sympathetic to the appearance of the building
                             or land on which they are displayed and should not be an
                             over-intrusive feature in the street-scene or locality;

                    (b)     they should not cause or add to an impression of clutter on a
                             building or other land.

Public safety
Advertisement displays should not be detrimental to public safety, particularly on the highway.

Policy 8        Advertisements should not obstruct visibility, interfere with the
                     interpretation of road signs or traffic signals, or distract the
                     attention of drivers.

Design principles
Wherever feasible, applicants should observe the following basic design points -

1   Advertisement proportions -

     Depth should not exceed a quarter of the shopfront height to underside fascia.

2   Type -

     Back-lit letters or "halo" lit, or good-quality external illumination.

3   Materials -

     These should not clash with adjacent shopfronts or be garish.  Large areas of
     acrylic or other shiny materials should be avoided.  The use of matt finish or
     timber painted fascias will be preferred, as will dark fascias with white or
     light-coloured lettering.

4   Illumination -

     Any illumination used should conform with the luminance recommendations of
     the Institution of Lighting Engineers' Technical Report No. 5 - Brightness of
     Illuminated Advertisements, in respect of internally illuminated advertisements
     which are visible from the highway.