'Balanced' Shropshire Council action on advertising boards

Council leaders have taken action they hope will control advertising boards on the streets of Shropshire's market towns but at the same time help boost trade.

A new A-boards policy was unanimously adopted by the Shropshire Council cabinet yesterday. It will enable officers to remove the boards when they are creating a hazard or obstruction in order to "maintain safe passage".

But the policy will also allow up to two A-boards to be placed outside premises, subject to "appropriate" local consultation and agreement.

The move follows a pilot scheme in Bridgnorth and Ludlow last year which limited businesses to displaying only one board after concerns were raised by local councillors and civic groups.

But the scheme led to a huge outcry from traders and a widespread A-Boards United poster campaign in shops throughout Ludlow town centre.

A report to cabinet said it was widely acknowledged that the Bridgnorth scheme was successful and with the support of the town council and local joint committee, had reduced the number of boards being displayed.

But the Ludlow pilot was more problematic and met with "some local resistance".

The council now believes it has developed a balanced approach which meets concerns about excessive displays but also helps retailers promote their business.

The report said: "Shropshire Council needs to balance its support for new and existing businesses, against its role as the highway authority.

"The ad hoc placing of signs on the highway can cause real difficulties for people with visual or mobility impairments, or young children in pushchairs.

"The proposed policy allows for an overall Shropshire approach but with the ability for local discretion to suit the circumstances in each market town."

Councillor Mike Owen, proposing that the policy be adopted, said it struck a balance between tackling excessive use of the boards and the need to support the market towns.

He said there would only be prosecution in "extreme cases".

By Dave Morris