Swale Borough Council is asking residents for their views on a new plan to limit the size and number of advertisements in eight historic town centres, including Sittingbourne. The public consultation, which is now open, aims to protect the appearance of local high streets by introducing stricter rules on shopfront signage.
The proposal seeks to designate these areas as an Area of Special Control of Advertisements. This would be the first time the council has used this power, which is already in place in other parts of Kent such as Dartford, Dover, Gravesham, and Sevenoaks. The initiative follows concerns raised by Historic England, which lists the impact of excessive advertising as one of the top ten threats to the character of historic conservation areas nationally.
Currently, six of the eight areas identified for these controls—including Sittingbourne, Cellar Hill and Greenstreet, Milton Regis, Newington High Street, Sheerness Mile Town, and Sheerness Royal Naval Dockyard and Bluetown—are included on the Heritage at Risk Register due to their deteriorating condition. The proposed rules would restrict the size of lettering on signs to a maximum of 0.3 metres, limit the height of advertisements to 3.6 metres above ground level, and ensure that no more than 10 per cent of a shopfront is used for advertising.
Councillor Mike Baldock, the council’s Heritage Champion and Cabinet Member for Planning, said that these measures would provide the council with more control to ensure that advertisements do not detract from the character of historic town centres. He added that the goal is to make sure signage helps enhance, rather than harm, the local environment.
Residents can share their feedback on the proposals. Following the consultation, the council will review all responses before deciding whether to submit the plan to the Secretary of State for final approval. Should objections be raised, the process could also involve a public examination.
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