Advertisement Consent

Advertisement consent helps control outdoor signs and adverts in England. If you plan to add a shop fascia, projecting sign, illuminated sign or freestanding advert, check the rules before you order it. Shape can help you understand whether you need an application and guide you through the next steps.

Do your signs need consent?

Not every sign needs an application. Some adverts benefit from “deemed consent”, but they must meet the rules for their particular category. These can cover size, position and lighting. Other adverts need express consent from the local planning authority. Do not assume that a sign qualifies just because a nearby business has something similar.

Take extra care in conservation areas and on listed buildings. Restrictions can affect what you display, and you may need separate listed building consent. An early check can help you avoid ordering a sign that you cannot use.

For more detail, read the GOV.UK guidance on advertisements (https://www NULL.gov NULL.uk/guidance/advertisements). It explains the consent system in England and the different categories of advertisement.

How Shape can help

We can review your proposals, explain whether your signs need consent and advise on the prospects of approval. If you need an application, we can prepare and submit it with supporting documents. We then liaise with the Council on your behalf.

To start the discussion, send us the property address, photographs of the building and any proposed sign designs. Include the dimensions, position and lighting details if you have them. This gives us a clearer picture of what you want to display.

What does the Council consider?

The Council assesses adverts against amenity and public safety. In plain terms, it considers how the sign affects its surroundings and whether it creates a safety risk. Think about how your sign fits the building and street, and whether its lighting or position could distract road users.

If you also plan to alter the building frontage, check whether you need planning permission as well as consent for your signs. Visit Our Planning Services (ttps://www NULL.shapeplanning NULL.co NULL.uk/our-planning-services/) page to explore Shape’s planning services, including shop fronts and appeals.

What if the Council refuses consent?

We can review the reasons for refusal and advise whether to revise your design or appeal. An appeal against refusal of advertisement consent normally has an eight-week deadline from the decision. Contact us promptly so you have time to consider your options.

Tell us about your signs

Planning new signs or replacing existing ones? Fill in the form below or email info@shapeplanning.co.uk with your address and ideas. We can advise on the next steps before you order or install your signage.