Published on Thursday, 14 July 2022 at 2:25:00 PM

The City of Vincent has updated its signs and advertising policy to reinforce its long-standing position of keeping Vincent billboard-free.

The Local Planning Policy No. 7.5.2 – Signs and Advertising was adopted in 2001 and was amended in 2011 and 2020 but a review had not been undertaken since its inception.

Since 2001, the policy has supported the Vincent’s position to prohibited third party advertising and billboards.

The policy applies to advertising signs, with the exception of internal advertising signs, advertising signs that advertise a planning proposal, advertising signs in public thoroughfares including directional street signs, on bus shelters or traffic and safety signs and election signs.

In October 2020, Council asked the administration to investigate the suitability of billboard signs in Vincent, engage the community and review the policy.

Preliminary community engagement on the policy, which ran from May to June 2021, resulted in 34 submissions where 25 respondents opposed third party advertising and 26 respondents were concerned about large format hoarding signs.

A review was undertaken following community consultation and City staff prepared an amendment to the policy in response.

Between February and March 2022, the community was consulted on an amendment to the policy but no submissions or further modifications were received.

At the 21 June Council meeting, Council agreed to proceed with Amendment No. 1 to Local Planning Policy No. 7.5.2 – Signs and Advertising with modifications.

One of the changes is an updated clause that states existing and previously approved third party advertising subject to a time limited approval will not be granted a further extension beyond the approval date lapsing.

Another modified clause states that any premises where the primary purpose is the sale of tobacco or other products; or the consumption of tobacco and other products to be used for smoking shall be used for the purpose of identifying a registered business name, to a maximum of 2 sqm.

Mayor Emma Cole said the policy provided local businesses opportunities for different signage formats to promote their offerings and made it easy for businesses to follow the guidelines but prevented a proliferation of third party signs.

“We’ve improved the visual appearance of shopfronts by reducing window block-out signs,” she said.

Ms Cole said the policy solidified Vincent’s long-standing view of billboard signs since its inception.

“Vincent has had a consistent policy around billboards for more than 20 years,” she said.

“We are a valuable space for third party billboard advertising given we have major corridors running through Vincent.

“But according to our vision statement in our Strategic Community Plan 2018-2028, we are a leafy, vibrant place and that doesn’t come through a proliferation of large billboard advertising.

“We want Vincent to continue to be a unique inner city area, known for our interesting shopfronts, open windows, public art, leafy streets and alfresco lifestyle.

“With increasing applications for billboards, and the move towards large format digital advertising, it was time to check in with our community.

“With this support, we are effectively saying that we will see the phasing out of temporary billboards and maintain our position of no new billboards in Vincent.”

Existing billboard approvals will remain until their respective approval periods end.

For information, contact the Policy and Place team on 9273 6000.

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