Policy information sourced from the Barking & Dagenham Local Plan

DMD 6 Advertisements and signage

1.

Proposals for advertisements and signage are required to:

  • avoid adverse impacts on amenity, including visual and aural, being appropriate to the character of the area
  • avoid adverse effects arising from an accumulation of advertisements in a location
  • consider any visual amenity impact on the natural environment, and on any conservation areas, listed buildings or other heritage assets
  • for fascias and projecting signs, to be sensitively designed of an appropriate size and depth in relation to the host building and to respect its architectural features
  • be designed for public safety relevant to the safe use and operation of any form of traffic or transport for all users.

2.

For illuminated displays (including LEDs), the illumination levels of advertisements should be in accordance with the guidance set by the Institute of Lighting Engineers PLG05 The Brightness of Illuminated Advertisements or its updated equivalent. The Council will resist the illumination of hoardings where it is a nuisance or out of character with the area.

3.

All advertisements are expected to be of high quality, well suited to the building or street for which it is proposed and makes a positive contribution to the appearance and character of an area; and to comply with the standard conditions outlined in the DCLG’s Outdoor Adver tisements and Signs: A Guide of Advertisers (2007) 33, or its updated equivalent.

4.

Free-standing signs, such as ‘A” boards on the public highway (which includes the pavement) will require a separate consent under the Highways Act for any temporary or permanent obstruction on the highway.

5.

Proposals for new or replacement shop fronts must ensure that:

  • signage location and design are sensitive and not overly dominant to the shop fronts and the surrounding area, and
  • out of hours lighting is incorporated to enhance a well-lit, safe and secure streetscape.

For more information please see the Barking & Dagenham Local Plan