The Officer introduced the report and explained that it proposed undertaking public consultation on the designation of Areas of Special Control of Advertisements within eight conservation areas that contained commercial centres. The Officer outlined that the Committee was being asked to note and agree the contents of the draft consultation document relating to the proposed designations and to confirm that the document was fit for purpose for public consultation. It was further reported that the draft had previously been considered by the relevant working group in December and that feedback received had been incorporated into the document.

Members commented and questions raised included:

• A Member highlighted a potential typographical error in the report relating to excluded groups of advertisements and sought clarification on which types of advertisements would be excluded from planning control.
• A comment was made about the numbering of the conservation areas within the report, noting that the list began at number four and suggesting that alternative numbering might be clearer.
• Clarification was sought as to why certain conservation areas with small commercial centres were not included within the proposed designation.
• Members welcomed the proposals in principle but raised concerns that the consultation could raise public expectations around enforcement activity, particularly given existing concerns about perceived inaction in some conservation areas.
• Questions were raised about the capacity of the planning enforcement team and whether the proposals would add to existing workloads or have future budget implications.
• Further clarification was sought on what constituted an advertisement, including illuminated, electronic and temporary signage, and whether such items would be covered.
• Members asked about the timetable for the consultation process and when the matter would return to the Committee.
• A question was raised regarding the potential impact of the proposed designation on temporary markets, including the ability of market traders to advertise.

Officers responded and advised:

• Officers acknowledged the identified typographical issue and confirmed that further clarification could be provided outside the meeting.
• It was explained that the proposed Areas of Special Control of Advertisements focused on conservation areas with higher levels of commercial activity, and that smaller or more rural areas would be better addressed through alternative planning controls, such as Article 4 Directions.
• Officers clarified that enforcement activity would remain reactive rather than proactive, relying on intelligence from Members and the public, and would follow the Council’s adopted planning enforcement strategy.
• It was confirmed that enforcement processes were necessarily lengthy due to evidential requirements and prioritisation of cases based on potential harm.
• Officers advised that the designation would not apply retrospectively and would only affect new advertisements, with impacts expected to be gradual rather than immediate.
• It was confirmed that the consultation would run for eight weeks and, following consideration by the working group, would return to the Policy and Resources Committee before submission to the Secretary of State for approval.
• Officers explained that temporary markets and associated signage would not be adversely affected, as traditional market activity and temporary signs did not fall within the scope of the proposed controls.
• Further explanation was provided that the designation was intended to protect historic character, including traditional shopfronts and signage, and could contribute to removing conservation areas from the Heritage at Risk Register.

The recommendations were proposed by Councillor Baldock and seconded by Councillor Ben J Martin.

Resolved:

(1)  To note the content of the consultation document relating to the proposed designation of an Area of Special Control of Advertisements (ASCA).

(2)  To agree that the consultation document is fit for purpose to undertake public consultation and progress the designation process.