Do You Need Consent for Your Business Sign?
Could your sign need formal approval?
New sign going up?
Before you order it, manufacture it, or book the installation team, there’s one question you should ask first:
Do I need consent to display this advertisement?
It sounds like planning jargon, but it matters. Because in the eyes of the local authority, your shopfront sign, illuminated letters, totem, entrance sign, wall graphic, or branded fascia may count as an advertisement.
And some advertisements need formal approval before they can be displayed.
That approval is called Consent to Display an Advertisement. Most people call it advertisement consent.
At Butler, we help businesses, schools, developers, retail brands, property teams, and site managers work out what is needed before signage is made or installed. Where consent is required, we can also act as your appointed agent and handle the application for you.
What Is Advertisement Consent?
Advertisement consent is a planning-related approval for certain outdoor signs and advertisements.
In signage terms, an “advertisement” does not just mean a poster, banner, or billboard. It can include everyday business signage such as:
• Fascia signs
• Built-up letters
• Totem signs
• Monolith signs
• Directional signage
• Entrance signs
• Wall-mounted signs
• Hoarding graphics
• Freestanding signs
Signs fixed to buildings, posts, or structures
Advertisement consent is separate from general planning permission, although both may be relevant in some cases.
You may also need other approvals depending on the site, such as landlord approval, estate approval, listed building consent, or permissions linked to highways, conservation areas, or managing agents.
That is why it is always better to check early.
Not after the sign has been made.
Not after the installer is booked.
And definitely not after the local authority has raised an issue.
When Might a Business Sign Need Consent?
Not every sign needs a formal application.
Some signs benefit from what is known as deemed consent, which means they can be displayed without applying for express advertisement consent, provided they meet the relevant rules.
But consent is more likely to be needed when a sign is large, illuminated, freestanding, prominent, or located in a sensitive setting.
Here are the common scenarios.
Larger External Signs
Illuminated Signs
Illuminated signage is one of the most common reasons advertisement consent may be required.
This can include:
• Internally illuminated letters
• Halo-lit letters
• Lightboxes
• Illuminated fascia signs
• Trough-lit signs
• LED signage
• Illuminated totems or monoliths
Local planning authorities may look at brightness, location, visibility from roads, impact on nearby properties, and how the sign looks after dark.
This is especially important near homes, junctions, conservation areas, listed buildings, or busy public highways.
If you are planning an illuminated sign, check the consent position before manufacture. That gives you time to get the lighting method, drawings, and technical details right from the start.
Signs in Prominent or Sensitive Locations
Even a well-designed sign can need closer attention if it is in a prominent or sensitive location.
This may include signs that are:
• Visible from a public highway
• Near a road junction
• High on a building
• In a town centre
• Close to residential properties
• In a conservation area
• Fixed to or near a listed building
• Part of a retail park, campus, school, or wider development
In these settings, the local authority may consider visual impact, public safety, local character, and whether the sign is appropriate for the surroundings.
In other words, the question is not just “Does the sign look good?”
It is also:
Does it suit the building?
Does it affect road users?
Does it create glare or distraction?
Does it respect the character of the area?
Does it need a more sensitive design approach?
Freestanding and Structural Signs
Freestanding signs often need careful consideration because they are not simply fixed to an existing shopfront.
Examples include:
• Totem sign
• Monolith signs
• Post-mounted signs
• Entrance signs
• Development signage
• Directional signs
• Car park signage
These signs may need accurate details about size, positioning, foundations, fixings, visibility, and proximity to roads or pedestrian routes.
If advertisement consent is needed, clear drawings and specifications can make a real difference. Poor or incomplete information can slow the application down before it has even started.
What Is Deemed Consent?
Some signs can be displayed under deemed consent.
In simple terms, deemed consent means certain types of advertisements do not need a formal application, as long as they meet specific conditions.
But this is where many businesses get caught out.
Deemed consent is not a free pass.
A sign may still need to comply with rules on:
• Size
• Height
• Position
• Illumination
• Safety
• Location
• Type of building
• Type of site
A sign that looks straightforward on paper may still need consent because of where it is going, how big it is, how it is lit, or what kind of building it is fixed to.
That is why checking first is so valuable.
At Butler, we can review your proposed signage and advise whether advertisement consent is likely to be needed before the project moves forward.
What About Conservation Areas and Listed Buildings?
Signage in conservation areas, historic streets, and listed buildings needs extra care.
In these locations, the sign must usually work with the character of the building and its surroundings. Materials, colours, fixing methods, illumination, and scale can all become important.
A modern illuminated sign that works perfectly on a retail park may not be suitable for a listed building or traditional high street.
In some cases, you may need additional approvals as well as advertisement consent.
Butler can help develop signage proposals that are practical, brand-aligned, and sensitive to the setting. We can also liaise with the local authority and manage the application process for you.
What Information Is Needed for an Advertisement Consent Application?
A good application depends on clear, accurate information.
Requirements vary by local authority and by sign type, but an application may typically include:
• Applicant details
• Agent details
• Site address
• Location plan
• Existing and proposed elevations
• Sign dimensions
• Height from ground level
• Materials and finishes
• Colours and branding details
• Illumination details, where relevant
• Fixing or mounting details
• Photographs of the existing site
• Drawings or visuals showing the proposed signage
• Details of how long the advertisement will be displayed
For many businesses, gathering this information is the awkward part.
You may be dealing with a launch, refurbishment, rebrand, fit-out, construction programme, or landlord deadline. The signage is only one part of a bigger project, and chasing drawings, specifications, and application details can quickly become time-consuming.
Because Butler is a full-service signage company, we can prepare the drawings, signage specifications, visuals, and supporting information needed for the application. We can then submit it as an agent on behalf of the applicant.
How Long Does Advertisement Consent Take?
A good application depends on clear, accurate information.
Requirements vary by local authority and by sign type, but an application may typically include:
• Applicant details
• Agent details
• Site address
• Location plan
• Existing and proposed elevations
• Sign dimensions
• Height from ground level
• Materials and finishes
• Colours and branding details
• Illumination details, where relevant
• Fixing or mounting details
• Photographs of the existing site
• Drawings or visuals showing the proposed signage
• Details of how long the advertisement will be displayed
For many businesses, gathering this information is the awkward part.
You may be dealing with a launch, refurbishment, rebrand, fit-out, construction programme, or landlord deadline. The signage is only one part of a bigger project, and chasing drawings, specifications, and application details can quickly become time-consuming.
Because Butler is a full-service signage company, we can prepare the drawings, signage specifications, visuals, and supporting information needed for the application. We can then submit it as an agent on behalf of the applicant.
What Happens If You Install a Sign Without Consent?
Installing signage without the right consent can create expensive and unnecessary problems.
The local authority may ask for changes. They may request a retrospective application. In some cases, they may require the sign to be removed.
That can mean extra cost, delays, disruption, and awkward conversations with landlords, managing agents, highways teams, or heritage officers.
It can also interfere with a launch, rebrand, opening date, or refurbishment programme.
The safest approach is simple:
Check before you manufacture and install.
It is much easier to adjust a proposal early than to change a sign after it has already been produced.
Can Butler Act as Agent?
Yes.
Butler can act as agent on behalf of the applicant and manage the advertisement consent process from start to finish.
That means we can become the main point of contact for the application and remove much of the admin from your team.
Our support can include:
1. Initial Signage Review
We review the proposed signage, including size, position, illumination, materials, and location.
2. Consent Advice
We advise whether advertisement consent is likely to be required and flag any obvious planning or site considerations.
3. Application Preparation
We prepare the drawings, visuals, specifications, and supporting details needed for submission.
4. Submission as Agent
We complete and submit the application on behalf of the applicant.
5. Local Authority Liaison
We respond to queries, provide additional information where needed, and coordinate any amendments requested during the process.
6. Manufacture and Installation
Once the correct approvals are in place, Butler can manufacture and install the signage.
That keeps the whole process joined up.
Design, consent, manufacture, and installation all under one roof.
Why Use a Signage Company as Your Agent?
Advertisement consent is not just paperwork.
It relies on accurate signage information.
A planning consultant may understand the consent process, but they may still need technical details from the signage contractor. A designer may create the concept, but the local authority may still need dimensions, materials, fixing details, lighting specifications, and accurate elevations.
By appointing Butler as both signage partner and agent, you get a team that understands what will actually be made and installed.
That reduces the risk of confusion, redesign, delays, or gaps between the application and the finished sign.
Frequently Asked Questions
Do all business signs need advertisement consent?
No. Some signs may benefit from deemed consent. This depends on factors such as size, location, illumination, and the type of site. It is always worth checking before manufacture or installation.
Do illuminated signs need advertisement consent?
Many illuminated signs are more likely to require consent, especially where they are visible externally. The lighting method, brightness, position, and surrounding area can all be relevant.
Is advertisement consent the same as planning permission?
No. Advertisement consent is a specific approval for signs and advertisements. However, other permissions may also be needed depending on the building, location, and type of work.
Can Butler submit the application for us?
Yes. Butler can act as agent on behalf of the applicant, prepare the required signage information, and manage the application process.
Should we check consent before ordering the sign?
Yes. This can help avoid redesigns, delays, and unnecessary costs. It is much easier to change a proposal before manufacture than after the sign has already been produced.
Speak to Butler Before You Install
A new sign is an investment in your business, brand, premises, or development.
Before you manufacture or install external signage, it is worth confirming whether Consent to Display an Advertisement is required.
At Butler, we can help you understand the requirements, prepare the necessary information, act as your appointed agent, and manage the process on your behalf.
From initial concept and consent advice through to manufacture and installation, we keep your signage project moving.
Planning new business signage?
Speak to Butler today and we’ll help you take the next step with confidence.
