Planning a new shop sign? Before you order, it's worth knowing whether you need permission to put it up. The good news is that many shop signs don't need an application at all, as long as they stay within certain limits.
This guide explains how advertisement consent works in England, which shop signs you can usually put up without applying, and when you'll need to speak to your council first.
What Is Advertisement Consent?
Outdoor signs in England are controlled by the advertisement regulations rather than normal planning permission. The permission you need is called advertisement consent, and it comes in two forms:
- Deemed consent: certain types of sign are automatically allowed, so you don't need to apply, provided you follow the conditions and limits.
- Express consent: for anything outside those limits, you apply to your local planning authority, much like a planning application.
Most standard shop signs fall under deemed consent, so it's often simpler than people expect.
Shop Signs You Can Usually Put Up Without Applying
Non-Illuminated Signs
A business can usually display a non-illuminated sign on its own premises without applying, provided that:
- Letters and figures are no more than 0.75 metres high (0.3 metres in an Area of Special Control).
- The top of the sign is no higher than 4.6 metres from the ground (3.6 metres in an Area of Special Control), and not above the bottom of any first-floor window.
Illuminated Fascia and Projecting Signs
Some illuminated shop signs also have deemed consent, including internally lit letters and halo lighting. The limits include one fascia sign and one projecting sign per shop front, a fascia that sticks out no more than 0.25 metres, and at least 2.5 metres clearance below a projecting sign.
This doesn't apply in conservation areas, where an illuminated sign will usually need an application.
When You Will Need to Apply
- Your sign goes beyond the deemed consent limits: for example, larger lettering or a sign placed higher up the building.
- You're in a conservation area: and want an illuminated sign.
- Your building is listed: you'll need listed building consent for most signage, as well as any advertisement consent.
- You're in an Area of Special Control: stricter size and height limits apply.
If you're not sure whether your premises is in a conservation area or is listed, your council's website or planning team can tell you.
How to Apply for Advertisement Consent
- Applications go to your local planning authority, usually online through the Planning Portal.
- You'll normally need a location plan, drawings showing the sign's size, position and materials, and details of any lighting.
- There's an application fee set by the government. Check the Planning Portal for the current fee before you apply.
- If approved, consent is normally granted for five years.
We're happy to help with the drawings and sign specifications you'll need for your application, including visuals of the sign on your shop front.
What About Window Signs and A-Boards?
Signs displayed inside your shop windows are generally treated differently from outdoor signs, but illuminated displays close to the glass can still need consent, so it's worth checking. Window graphics are a popular way to add branding and information without the same restrictions as a fascia.
A-boards and other pavement signs are usually controlled by your council's highways team, and many councils require a licence or have rules on where they can go.
What Happens If You Don't Get Consent?
If a sign needs consent and doesn't have it, the council can take enforcement action, which can mean having to remove the sign and, in some cases, a fine. Checking first is far cheaper than paying for a sign twice.
This is general guidance for England, not legal advice. Rules differ in Scotland, Wales and Northern Ireland. Always check with your local planning authority before installing.
Frequently Asked Questions
Do I need permission to replace my existing shop sign?
Not usually, if the new sign is similar and within the deemed consent limits. If it's bigger, higher or illuminated where the old one wasn't, check first.
How long does advertisement consent take?
Councils typically aim to decide applications within around eight weeks, so build that into your plans if you think you'll need to apply.
Can you help with the application?
Yes. We can provide the drawings, visuals and sign details you'll need, and design your sign to work within the limits wherever possible.
Planning Your New Shop Sign?
For ideas on sign types, materials and design, read our shop signage guide or browse our signage portfolio. Every sign is bespoke to your shop front, and we design, make and install everything in-house for businesses across Sussex, Brighton, Kent and London.
Let's get your shop noticed.
Get a free quote or explore our outdoor and shop signage service.
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