Managing advertising in historic town centres
Published
Wednesday 22 April, 2026
Updated
Wednesday 22 April, 2026
Swale Borough Council wants your views on plans to further protect Swale’s important historic areas.
The council has opened a public consultation on proposals to introduce an Area of Special Control of Advertisements (ASCA) across parts of the borough’s historic town centres.
The proposed ASCA would apply to the commercial centres of eight Conservation Areas, six of which are on Historic England’s Heritage at Risk Register.
The designation would introduce stricter limits on the size, height and proportion of advertisements allowed without consent, helping to protect vulnerable historic shopfronts and improve the appearance of high streets.
These new controls are intended to support the long‑term preservation and enhancement of historic shopfronts while ensuring that commercial areas remain vibrant and attractive.
Under ASCA designation, the council would have enhanced powers to manage the scale, design and illumination of advertisements to ensure they are in keeping with the character of the area.
Controls would also apply to the placement of advertising, including hoardings around construction sites and telephone kiosks.
The eight Conservation Areas proposed for ASCA designation are:
- Cellar Hill & Greenstreet
- Faversham Town
- Milton Regis
- Newington High Street
- Queenborough
- Sheerness Mile Town
- Sheerness Royal Naval Dockyard and Bluetown
- Sittingbourne
Cllr Mike Baldock, Swale Borough Council’s heritage champion, said:
“Many places within Swale have been designated conservation areas, as we continue to work hard to protect the unique character, history and charm of our towns.
“Having this designation gives us additional tools to protect these areas from unsympathetic development, while helping us actively promote enhancements to their heritage.
“Making these areas a part of an ASCA will give us even more control over these areas, allowing us to make sure advertisements not only don’t detract from, but also enhance some of our most historic town centres.
“These areas could potentially cover much of the borough - from the ancient market town of Faversham, the historic Sheerness Mile and Blue Town to Sittingbourne, rich with its industrial history.
“Please have your say on our plans - we want to know how you feel about adding these advertising controls as we continue to try and enhance the varied history of Swale.”
The consultation runs until 26 May 2026, and all feedback will help shape the final proposal before it is submitted to the Secretary of State for approval.
For more information and to take part in the consultation, visit the council’s website.
