A cash-strapped council’s new advertising policy – including for some of its lampposts – could bring in some much-needed cash.
A row over what can and can’t be advertised on council property ignited in June when advertising banners were pulled from spots – crowdfunding organised by Councillor Sarah Courtney (Lab, Hebden Bridge and Todmorden East) paid for rainbow banners to be fitted on a number of council lamp post advertising banner spots throughout the borough during Pride month.
These were later removed with the council’s ruling Reform UK group saying proper processes had not been followed, which Cllr Courtney contested.
Councillors still argued what should or shouldn’t be included in the “banned” list as they debated the detail – but the council’s Governance and Business Committee agreed to approve the policy and to recommend to the full Calderdale Council that members adopt it.
The option they backed includes what councillors hope is the best of both worlds, existing commercial agreements being retained but also using it for public service advertising.
The other options would have been solely commercial space or only used for public service information and events.
Committee Chair, Councillor Phil Pringle (Reform UK, Greetland) asked: “Is there scope to increase that revenue, going on people will wish to advertise?”
Council officers said they thought it would.
Councillors believe that is a possibility, having heard major use was mainly “in house” – for example, promoting events at Halifax’s Victoria Theatre – at the moment.
Councillor Scott Patient (Lab, Luddenden Foot) said: “So is it fair to say our biggest customer is ourselves, really?”
He asked what officers thoughts were on whether it might be used in income generation and officers said there would be opportunity.
Councillor Dan Wood (Green, Northowram and Shelf) referred to come of the restrictions, including on some aspects of business advertising where some which might be banned might not if they were locally-based – it seemed entirely discretionary.
The councillors heard if there is any doubt, the council’s communications team should refer the matter to the relevant member of the corporate leadership team for decision in agreement with the Cabinet portfolio holder.
Councillor Ashley Evans (Lib Dem, Warley) wanted to see consistency and transparency in that process – that if advertising was turned down at the highest levels, reasons were openly given about why it was turned down.
Back on financial aspects, answering Councillor Val Mycroft (Reform UK, Hipperholme and Lightcliffe), officers said the council would decide the proportion of commercial to public service information and events advertising.
Cllr Wood’s bid via an amendment to include businesses related to fossil fuels on the banned list was defeated.
Acknowledging he was using an extreme example to further his counter-argument, Councillor Stephen Padgett (Reform UK, Salterhebble, Southowram and Skircoat Green) said that might include for example training shoes because the category was so broad.
Cllr Wood said he was referring more if a business supplied fossil fuels – Coun Padgett countered if that included local businesses, but Coun Wood said the policy allowed for such exceptions on appeal.
Council space includes boundary signs, roundabouts, grass verges, roads and highways, lamp post banners, street furniture, for example information boards and planters, parks and car parks, council-owned buildings, council-owned or managed events, print or digital publications, the council’s fleet, any approved billboard sites, and parking meter tickets or other tickets and licences.
It sets out what is not to be permitted, including “support or promotion of a political party, candidate or lobbying groups” – there are a host of other “banned” categories and the policy allows for more to be added.
However, if deemed appropriate, local – registered as Calderdale-based – businesses in the food, drink and leisure businesses which might otherwise sit within the “not permitted” list could be considered, according to the policy.