Agenda item

(a)  That the advertising policy attached at Appendix 6 to the report be approved, subject to a review of the policy by scrutiny.

(b)  That the use of Slough Borough Council owned Land Assets and highway land listed in Appendix 1 be approved for advertising and public realm sponsorship to make best use of the Council’s assets in accordance with the policy at Appendix 6 and subject to following statutory processes and obtaining relevant statutory consents (e.g. planning approval).

(c)  That delegated authority be given to the Strategic Director for Place, following consultation with the Lead Members for finance and enforcement portfolios, to:

(i) Seek and select suitable third party providers for each of the advertising and public realm sponsorship opportunities identified in Appendix 3 in compliance with the Council’s Contract Procedure Rules and any applicable procurement regulations.

(ii) Grant permission under the Highways Act 1980 (“HA 1980”) to third party providers to erect advertising hoardings on highway land and to place advertising on existing structures on a case by case basis in accordance with the policy at Appendix 6 and subject to following the statutory processes and obtaining all relevant consents including compliance with any necessary planning conditions. 

(iii) Enter into appropriate lease or licence arrangements with third party providers for the provision of suitable advertising displays at specified locations identified in Appendix 3 to facilitate the policy intentions set out in Appendix 6.

(iv) Make necessary amendments to the contractual arrangements entered with providers. 

The Executive Director of Place & Community introduced a report that set out the potential for enhancing open space and highway land, and generating income, through a digital signage project.

Prior to the commencement of the discussion, Councillor Carter stated that he would abstain for discussion and decision on the matter as he may in future seek to use the advertising opportunities under the policy for his own business.

Lead Members recognised the income potential and expressed various views about the aesthetic merits of digital advertising in certain locations.  A query was raised about consultation and it was responded that each site would be subject to consultation as part of securing planning permission.  Lead Members discussed the policy and particularly whether it should be strengthened to include any further controls to restrict the type and appropriateness of advertisements that may be contrary to the Council’s values.  These could include adverts with political or religious views or, for example, limitations of fast food advertising near schools.  It was noted that adverts would need to meet recognised industry standards.

The Cabinet agreed the recommendations, including the policy, in principle and requested that scrutiny consider the policy.  It was agreed that the delegated authority should include consultation with the relevant Lead Members.

Resolved –

(a)  That the advertising policy attached at Appendix 6 to the report be approved, subject to a review of the policy by scrutiny.

(b)  That the use of Slough Borough Council owned Land Assets and highway land listed in Appendix 1 be approved for advertising and public realm sponsorship to make best use of the Council’s assets in accordance with the policy at Appendix 6 and subject to following statutory processes and obtaining relevant statutory consents (e.g. planning approval).

(c)  That delegated authority be given to the Strategic Director for Place, following consultation with the Lead Members for finance and enforcement portfolios, to:

(i) Seek and select suitable third party providers for each of the advertising and public realm sponsorship opportunities identified in Appendix 3 in compliance with the Council’s Contract Procedure Rules and any applicable procurement regulations.

(ii) Grant permission under the Highways Act 1980 (“HA 1980”) to third party providers to erect advertising hoardings on highway land and to place advertising on existing structures on a case by case basis in accordance with the policy at Appendix 6 and subject to following the statutory processes and obtaining all relevant consents including compliance with any necessary planning conditions. 

(iii) Enter into appropriate lease or licence arrangements with third party providers for the provision of suitable advertising displays at specified locations identified in Appendix 3 to facilitate the policy intentions set out in Appendix 6.

(iv) Make necessary amendments to the contractual arrangements entered with providers.