Crackdown on street advertising


Cheshire East Council is clamping down on street advertising with the introduction of new measures intended to help keep the town and village centres clutter free and safer for pedestrians.

The 'Clear-way forward' policy is aimed at improving accessibility for people with a visual impairment, wheelchair users, elderly people and those who use pushchairs. 

It will come in to effect on January 17th when a set of guidelines is being introduced for traders who use A-boards, banners and signs either on street furniture or outside shop fronts. As a result of the new guidelines each trader will only be allowed one A-board per shop which must be removed at the end of each day's trading.

Leaflets, detailing all the guidelines, are being given to traders across Cheshire East and could effect some Alderley Edge businesses as the use of A-boards in the village has certainly increased in the last couple of years - I counted 30 A-boards when I walked down London Road yesterday morning.

Cheshire East Councillor Rod Menlove, Cabinet member with responsibility for environmental services, said: "The use of A-boards and other methods of on-street advertising have steadily increased in recent years and this causes problems for pedestrians and in particular, to those people with a visual impairment or who use wheelchairs.

"Our aim is to meet the wishes of traders who wish to benefit from advertising with an obstruction-free environment. Many traders already adhere to these guidelines but it is vital, for the benefit of both traders and residents, that these guidelines are made clear."

Madelyn Bridge, Chief Executive of Age Concern Cheshire East, said, "Age Concern Cheshire East is happy to support Cheshire East's new policy to keep pavements clear for pedestrians. This is particularly important for older people, who may have visual impairment where obstacles could prove a danger and any initiative that can help reduce the risk of injury is welcomed by us."

The 'Clear-way forward' policy also states that A-boards must not block the visibility of pedestrians or drivers and cannot be placed on a roundabout, central reservation or within two metres of bus stops, pedestrian crossings and litter bins. No advertising is to be attached to lampposts, bollards, benches, seats or trees and banners or advertising must not be placed on visibility railings such as those on roundabouts.

The owners will be asked to remove them and if this does not happen, they will be removed by Cheshire East Council officers and can be collected by the owners.

Let us know your views on street advertising via the comment box below? Do the A-boards in the village bother you? 

If so, do you think the policy goes far enough? Will it be effective?

Cheshire East Council


Here's what readers have had to say so far. Why not add your thoughts below.

Henry D Johnstone
Tuesday 11th January 2011 at 6:13 pm
We do support Cheshire East in bringing about some sensible measures regarding A-boards, banners, signs, etc. It is certainly in all our interests to maintain a safe and presentable environment, and we would welcome a sensible and logical approach to this problem.

It would appear that in part this problem has been brought about by the increase in businesses and groups placing advertising material of all types on the main road, making it appear cluttered and untidy. Many of whom do not actually occupy premises on the road itself and occasionally not even in the same vicinity.

We do currently use two A-boards, placed on the pavement directly in front of our shop, and only visible when open for trade. We use our A-boards to promote any new product lines and services. This has proved to be a very useful and practical way of keeping our existing customers informed and also in attracting new customers.

This means of advertising has been used for many years in our village. Prior to me taking over the business in 2003, an A-board and a ‘World Wildlife Fund Panda’ was used outside our shop by our predecessor, without incident.

With a wide pavement like ours, we are fortunate in that it leaves plenty of space for the safe movements of all pedestrians. We already conform to the directives currently in place by the council, in relation to the positioning of our A-boards. Thankfully we have never had any problems or cause for complain.

In Alderley Edge there is always going to be a small number of obstacles to pass by when we go about our business, including the odd bin, planted containers or occasional tree, many of which add to the village’s unique character.
Charles Gaughan
Tuesday 11th January 2011 at 8:31 pm
How about cleaning pavements and drains.
Adrian Barber
Tuesday 11th January 2011 at 11:22 pm
I agree with Charles. Cleaning and fixing the pavements to a standard appropriate for this village would be high on my agenda.
Anthony Dillon
Tuesday 11th January 2011 at 11:26 pm
I’ve only recently become conscious of the street clutter issue after listening to a Radio 4 program – it’s good the council is taking steps to deal with the issue, but I wish they would also clamp down on the increasing numbers of banners and signs (particularly ‘car boot’) being placed on railings, roundabouts and footbridges especially on the A34. They look dreadful and I think are a safety issue for drivers being distracted by them.
Mike Norbury
Wednesday 12th January 2011 at 12:15 pm
if all the businesses that clutter up the pavement with A boards were charged at mainstream advertising rates per hour by cheshire east would they still carry on littering london rd with their signage?