Guidance on Advertising and Signs in Barnet

7/28/2019 Guidance on Advertising and Signs in Barnet

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This guidance note is one of a series whichprovides design advice on various matters. The guidance is aimed primarily at busi-

nesses intending to display advertisementsand/or signs. It is not intended to inhibitimaginative or sensitive solutions or newdisplay techniques, but to offer general ad-vice on solutions which have been found tobe acceptable. The guidance covers all types of permanentor temporary external advertising and signsincluding hoardings, estate agents boardsand advertisements on business premisesincluding supermarkets and retail ware-

houses. It does not deal with advertisementson shop premises which are covered in theguidance note on shopfronts.

The statutory definition of an advertisementis much wider than generally understoodand is defined in legislation as:

“any word, letter, model, sign, placard,board, notice, awning, blind, device or rep-resentation, whether illuminated or not, in

the nature of or employed wholly or partly

for the purposes of advertisement, an-nouncement or direction, and….includesany hoarding or similar structure used or

designed or adapted for use, and anythingelse principally used or designed oradapted principally for use for the displayof advertisements…”(Town & Country Planning Act 1990 S.336as amended)

Advertising and signs are an integral part of everyday life and affect the appearance of the building, structure or place in whichthey are displayed. They are needed to pro-

mote and facilitate business activity, toshow where goods and services are avail-able and to help us find our way around.

Carefully designed advertisements andsigns can enhance the quality of our sur-roundings and contribute colour and varietyto the environment. However, if poorly de-signed or sited, they can reduce environ-mental quality and detract from the appear-

ance of buildings and the street scene.

DESIGN GUIDANCE NOTE NO:1

ADVERTISING AND SIGNS



Protecting and enhancing the visual qualityof the borough will benefit not only busi-nesses but also residents by making Barneta more attractive place in which to live and

work.

In those areas of the borough which are par-ticularly sensitive, such as conservation ar-eas and areas of open land, special care isneeded to ensure that advertisements andsigns do not detract from the character of the area.

In recognition of this, the Council has de-clared these as “Areas of Special Advertise-

ment Control” where additional restrictionsapply on the types and sizes of advertise-ment that can usually be displayed withoutthe Council’s consent. The controls restrictthe height at which an advertisement can bedisplayed, impose a smaller maximum sizeon letters or characters and prohibit the dis-play of some types of advertisements suchas poster hoardings. The areas subject tothese controls are shown on the plan to-wards the end of this leaflet.

In addition, special care is needed in respectof signs and advertisements on or near tolisted buildings where they could detractfrom the appearance of the building or itssetting.

LEGISLATION

The law relating to the display of advertise-ments is contained in the Town & Country

Planning (Control of Advertisement) Regu-lations 1992. These control the types of ad-vertisements that can be displayed, theirsize and whether or not they can be illumi-nated.

The Regulations divide advertisements intothree classes;(a) those for which no consent is required(excepted classes);(b) those for which the regulations them-selves grant consent (deemed consent);

(c) those that require consent from theCouncil (express consent).

Further information and a leaflet describing

the various classes is available from thePlanning Department.

It is an offence to display an advertisementin Contravention of the Regulations and theCouncil can take enforcement action. Thismay lead on conviction to a fine of £1000and a further fine of £100 for every day thatthe advertisement continues to be displayed.In addition, the Council can take action toremove advertisements displayed without

consent.

PLANNING POLICIES

The Council’s policies and criteria for thedisplay of advertisements are containedwithin theUnitary Development Plan(UDP) approved in November 1991(Policies T7. 1 and T7.2). These can besummarised as a number of guiding Princi-ples which should be taken into account

whether or not express consent is requiredfrom the Council.

Advertisements and signs should, whereappropriate:

- be well related to their surroundings interms of size, scale and siting;

- be located to avoid visual clutter:

- not conflict with traffic signs or signals orbe likely to cause confusion or danger toroad users;

- respect the character and architectural de-tails of any building on which they are tobe located;

- be carefully designed and controlled insensitive areas such as conservation areas,in open countryside or on or near importantbuildings;



within Barnet. Pending the statutory reviewof the UDP, the policy context in these areasremains the relevant statutory developmentplan of the former local authority together

with any design or other guidance preparedto supplement the plan’s policies.

SPECIFIC GUIDELINES

1. ADVERTISEMENTS ON BUILDINGS

Advertisements on buildings have a positiverole to play in identifying the site and its useor the services available. Carefully designed.they can enhance the appearance of the

building especially if they are designed fromthe outset as part of its fabric. They include:

- fascia signs, which may be either paintedand left non-illuminated, illuminated withspotlights, internally illuminated or compriseilluminated letters;

- projecting or hanging signs, again illumi-nated or non- illuminated;

- corporate identities designed as part of thebuildings finishes;

- canopies displaying the name of the com-pany or the product available;

- nameplates. such as those identifying adoctor or dentist who operates from thepremises.

Advertisements on buildings should there-

fore:

- be designed and sited to take account of thebuilding’s architectural features;

- be in scale with the building and its sur-roundings;

- be located at fascia level;

- be considered at an early stage in the de-sign process;

- in the case of projecting signs over-hanging the highway, project no morethan 1m (3ft 3ins) from the face of thebuilding or have a depth greater than

0.75m (2ft 5ins)

However, poorly designed signs can de-tract from the appearance of a buildingand thereby the general street scene, andspecial care is needed where the buildingadjoins or is visible from a conservationarea, residential area or open countryside.

Advertisements on buildings should not:

- be of a size or location which obscuresor conflicts with the building’s propor-tions or architectural features;

- be sited so as to create imbalance or un-due prominence when viewed as part of the general street scene;

- be displayed at a high level where theycould be seen from parks, open spacesand nearby residential areas;



- be sited in such a position or be of a designor include colours which could distract roadusers or lead to confusion with traffic signs;

- include flashing or moving lights, or have adegree of illumination likely to adverselyaffect the occupiers of adjoining residentialproperty or the character of the area.

2. ESTATE AGENTS/CONTRACTORS

BOARDS

The Control of Advertisement Regulations1992 grants deemed consent for a number of advertisements which are generally requiredfor a limited period of time including thoseadvertising land or buildings for sale or to letor to advertise the name of a contractor car-rying out a building operation on a construc-tion site.

In the case of estate agents boards, differentrestrictions apply depending on whether theproperty is a residential unit or in businessuse. In all cases, only one sign is allowedand this must be removed 14 days after thesale or grant of a tenancy.

Because such signs are only displayed for alimited period, they do not have a lastingeffect on the character of an area except

where properties have been

converted into flats and where a number areoffered for sale concurrently. Generally,such boards should not be affixed to thebuilding and must be removed within 14days.

3. SIGNS ON PETROL FILLING

STATIONS

Petrol filling stations are usually situatedon main routes or in commercial areaswhere a degree of advertising is appropriate

to inform motorists of the product on offerand



It’s price. However they are also found inresidential areas where an excessive levelof advertising can detract from the appear-ance of the area and the amenities enjoyed

by local residents. Such problems can beexacerbated if some or all of the signs areilluminated. Therefore, on petrol filling sta-tions advertising (whether i1luminated ornot), should normally be limited to oneforecourt sign, the name of the premises orproprietor and the name or trademark of theprincipal agency under which the premisesfunction.

4. HOARDINGS AND POSTER

PANELSBecause of their visual impact, hoardingsare generally not acceptable in the borough.However there may sometimes be occa-sions when they can perform a useful func-tion in screening an untidy or vacant site oradding colour and interest to an otherwisedrab environment. They may also have arole to play as part of a local environmentalimprovement scheme and when painted inthe form of a mural or displayed as a 4-

sheet poster display panel, perhaps withassociated hard or soft landscaping, maycontribute to an attractive street scene.

Hoardings and Poster Panels shouldtherefore:

- respect the scale of their surroundings:

- respect the scale and architectural featuresof any building on which they are to be dis-played;

- make use of opportunities to provideassociated hard or soft landscaping.

However if displayed in inappropriate loca-tions, they can have a detrimental effect onthe environment.

Inappropriate locations would include:

- in a residential area, conservation area orarea of high amenity value;

- at a high level where they could be seenfrom residential areas or open spaces:

- on parts of buildings not designed for thispurpose where they are out of scale with theirsurroundings;

- in open countryside.

CONSERVATION AREAS AND LISTED

BUILDINGSConservation Areas

The Council has designated areas of specialarchitectural or historic interest asconserva-tionareas where it has a duty to preserve andenhance the special character of the area.

In such areas, the council will exercise a

stricter degree of control over advertisementswhich could adversely



affect the special character of such areas.

In addition, there are stricter controls on thedisplay of advertisements which could oth-

erwise be displayed without the Council’sconsent such as hoardings around tempo-rary construction sites and certain types of illuminated advertisements.

Residents of theHampstead Garden SuburbConservation Area, excluding No 5 up-wards (odds) arid No 18 upwards (evens). The Bishops Avenue, will also need to ap-ply to the New Hampstead Garden Suburb Trust for permission to display any adver-

tisement or sign. The Council and the Trusthave produced a design guidance leaflet forthe Suburb. This is available from theCouncil.

Listed Buildings

Some 750 buildings in the borough arelisted asbuildings of architectural or his-toric interest. Most proposals to display ad-vertisements will affect the character of

such buildings and will therefore requirelisted building consent in addition to anyconsent required under the AdvertisementRegulations.

Because of the special nature of a listedbuilding, care will be needed to ensure thatadvertisements do not adversly affect itscharacter or if sited nearby, detract from its

setting.

Depending on the circumstances, a signcomprising a painted fascia or individual

letters illuminated by spotlights may be ap-propriate on a listed building. However aninternally illuminated box sign or illumi-nated plastic letters are likely to adverselyaffect its character and would therefore beunacceptable. The Council has compileda list of buildingsof local architectural or historic interest.Particular care will be taken to ensure thatdevelopment proposals affecting buildingsincluded in the “Local List” comply with

the advice contained in this leaflet.

HOW TO APPLY FOR CONSENT

Where a proposed advertisement falls out-side the “excepted classes” and does notbenefit from “deemed consent” an applica-tion must he made on forms available fromthe Planning Department. A fee is payableand the application should be accompaniedby 3 copies of a drawing showing the size

of the advertisement, its position on thebuilding or land in question and, if appro-priate, the materials to be used, colours anddetails of illumination.

It is a requirement of any consent grantedthat the site is maintained in a clean andtidy condition and that the consent of theowner of the land is obtained.

This document supplements and expands upon the policies within the adopted Unitary

Development Plan. The advice it contains is consistent with those policies and thereforehas the status of supplementary planning guidance.

The document has benefited from Council resolution and a consultation exercise. Thishas enhanced its status and due weight will he accorded to it as a material considerationin the determination of development proposals.

Following boundary changes in April 1993 and April 1994, several small areas formerlywithin Hertsmere district and the London Boroughs of Camden, Enfield and Haringeyare now included within Barnet. Pending the statutory review of the UDP, the policy con-text in these areas remains the relevant statutory development plan of the former localauthority.



Special Control of Advertisement Areas

Design Guidance Note no:1Approved by the Town Planning andresearch Committee 27.10.93

Documents

Guidance on Advertising and Signs in Barnet