Temporary relaxation of A-board enforcement

Published on 23rd June 2020

montpellier street with street furniture

Businesses in certain locations to benefit from additional advertising

Cheltenham Borough Council has agreed to temporarily relax A-board enforcement rules for some businesses, disadvantaged by their location, to allow them to benefit from additional advertising.

The relaxation of A-board enforcement is a commitment set out in the licensing recovery plan and follows the Government’s ‘safer public places - urban centres and green spaces’ guidance.

For a period of up to six months, businesses that are disadvantaged due to their location will be allowed to use an A-board provided it does not cause a significant obstruction to the highway and is placed directly outside the business.  Under normal circumstances, all businesses would need a permit from the council to use an A-board or face potential enforcement action.

The council’s street scene policy defines “disadvantaged” as businesses that:

  1. do not have full street level frontage, or in other words, where a business is located at basement or first floor level; and/or
  2. is located in a low footfall area, for example, situated along a side alleyway and / or on private land which is not a public thoroughfare / right of way.

The council expects unlicensed A-boards placed on the public highway under any other circumstances to be removed and application for a permit to be made.

Cllr Andy McKinlay, cabinet member for development and safety, said: “The council is committed to doing what it can to support businesses recover from trading restrictions imposed by the Government.

“In adopting the temporary relaxation of licensing enforcement for A-boards, we are seeking to achieve a balance between supporting disadvantaged businesses but keeping the town free of unnecessary clutter to promote social distancing and public safety.

“Our approach supports the government advice on safety in public spaces.”

Business owners that are deemed disadvantaged can consult the council’s guidance on using the public realm to trade safely during the COVID-19 pandemic to ensure they have sufficient space to place an A-board on the highway.

Businesses can also contact the licensing section, licensing@cheltenham.gov.uk or 01242 264 135, to check if they are deemed disadvantaged due to their location.

For media enquires contact communications@cheltenham.gov.uk 01242 264332.