Council seeks views on 'A-board' advertising in city centre

13 April 2016

Cheshire West and Chester Council is asking residents and businesses for their views about the use of advertising ‘A’ boards in Chester city centre.

The boards are a particular issue in the city centre due to the large number on display in the city’s many narrow, often cobbled streets. 

And the existence of retail outlets on two levels – on the Rows and at street level – means that there is a larger number of retailers with ‘A’ boards competing for street level space than is the case in many towns and cities.  As a result the city’s streets appear cluttered and less attractive.

Pedestrians frequently have to navigate around the signage when walking in the city centre and they cause particular difficulties for visually impaired people, those with mobility issues, wheelchair users and parents and carers with pushchairs. 

Two options for the use of ‘A’ boards in the city centre are now open for public consultation.

The first option is to introduce a licensing regime for ‘A’ boards. Businesses in a defined area would have to apply for a licence to display an ‘A’ board and a licence would be granted under the Highways Act 1980 following an assessment by a highways officer.  

Advertising consent would also be required, and this would be built in to a single application process. 

Formal action would be taken against businesses who fail to comply with their licence conditions, or who display an ‘A’ board without a licence.

The second option is a zero tolerance approach, where no business would be allowed to display an A-board.  Any boards put on display would be removed.

The Council’s Cabinet Member for Community and Environment, Councillor Mark Henesy said: “Over the next few weeks we will be listening to everyone’s views and working with a range of groups to come up with a proposal that we feel acknowledges as many people’s interests as possible.

“We appreciate that businesses need to promote their services and bring in custom but we need to consider the safety of passing pedestrians.

“’A’ boards may be one the most traditional and simplest marketing techniques on our streets but the sheer number of boards currently in use is spoiling the look of our historic city for residents and visitors.” The consultation will run for 12 weeks until 5 July and there are a number of ways to express your views:

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