Advertising Licences on Council Land - Liverpool

Signs and Advertising England 4 Minutes Read ยท published February 12, 2026 Flag of England

In Liverpool, England, businesses and individuals must usually obtain permission before placing adverts, banners, A-boards or other signage on council-owned land or the public highway. This guide explains which council teams enforce those rules, how national advertisement controls interact with local licences, where to find official application routes and what to expect if the council requires removal or issues penalties. Where official Liverpool City Council pages do not state specific fees or fines, this article notes that the figure is not specified on the cited page and directs you to the controlling pages for the latest requirements.

Legal framework and who enforces it

Liverpool City Council manages licences and permissions for use of the highway and other council land through its Highways and Licensing teams; guidance and application pages are published by the council on its official site [1]. Advertisements on land may also be regulated by national planning legislation, principally the Town and Country Planning (Control of Advertisements) Regulations, which set the framework for consent where planning controls apply [3]. When council-owned land is involved, you normally need a licence or written permission from the council in addition to any planning consent.

Common permissions and when you need them

  • Permission to place A-boards or pavement adverts on the highway.
  • Licence for banners and event signage on council land.
  • Consent for hoardings, large advertisements or temporary structures affecting the public highway.
Always check both council licence requirements and planning advertisement rules before placing signage.

Penalties & Enforcement

The council enforces unauthorised advertising on council land and the highway through its highways, licensing and environmental enforcement teams; the relevant Liverpool City Council pages describe enforcement responsibilities but do not always list fixed penalty amounts on the public guidance page [1]. National advertisement regulations and local planning controls can also create offences if adverts are displayed without required consents [3].

  • Fines: specific monetary penalties are not specified on the cited Liverpool guidance page; check the council licence pages or the formal notice served by the council for amounts.
  • Escalation: the council may issue removal notices, fixed penalty notices or begin prosecution for repeat or continuing offences; exact escalation ranges are not specified on the cited Liverpool guidance page.
  • Non-monetary sanctions: removal of unauthorised signs, notices requiring remedial action, seizure of items placed on the highway and prosecution through magistrates' courts.
  • Enforcer and complaints: contact Liverpool City Council Highways/Licensing team for inspections, complaints and reporting unauthorised adverts [1].
  • Appeals and reviews: the council guidance does not specify internal appeal time limits on the public licence pages; planning-related advertisement appeals are handled through national planning appeal routes where applicable [3].
If you receive a removal notice act promptly to avoid escalation to prosecution.

Applications & Forms

The council publishes highways and licences application pages for permissions to place items on the highway, and a separate business licences/permits section sets out when a permit is needed; however, specific form names or form numbers are not always shown on the general guidance and in some cases the page refers you to an online application or contact form [1][2]. If a planning advertisement consent is needed, apply through the council planning portal or the national planning application process described on official planning pages.

  • Deadlines: the council pages do not list universal submission deadlines for temporary adverts; check the specific licence application for any timing rules.
  • Fees: specific fees are not specified on the general guidance page and may vary by licence type or location; the application form or licence notice will state the fee.
  • Submission: most permissions require an online application or email to the council team as described on the highways or business licences pages [1][2].

Practical action steps

  • Confirm whether the sign is on council land or the public highway and identify the landowner.
  • Review the Liverpool City Council highways licence and business licences pages to identify the correct application route [1][2].
  • Prepare a plan and photos of the proposed location, proposed size and materials for any application.
  • Pay any stated fee on the application form and keep evidence of payment.
  • If you receive a notice, follow the appeal or review steps specified in the notice and seek clarification from the named council contact quickly.
Early contact with the council reduces risk of enforcement action and fees.

FAQ

Do I need permission to place an A-board on the pavement in Liverpool?
Yes, you usually need permission or a highways licence from Liverpool City Council and you must also comply with national advertisement control rules where planning consent applies. See council guidance for the application route [1].
How long does a licence take?
Processing times are set on the specific licence application; the general guidance pages do not give a single guaranteed turnaround time, so contact the council for current estimates [1].
What if I display a banner without permission?
The council can issue removal notices, fixed penalty notices or pursue prosecution for unauthorised adverts; exact fines and escalation details are not specified on the council guidance pages and will be set out in the enforcement notice or licence conditions [1][3].

How-To

  1. Check whether the site is council-owned or highway land and whether planning advertisement consent is required.
  2. Visit the Liverpool City Council highways licences page and the business licences section to identify the correct permission route [1][2].
  3. Complete the specified online application or contact form, attach plans and photos, and pay any published fee.
  4. Keep the licence or written permission on site and comply with any conditions; if you receive a notice, respond within the stated timescale.

Key Takeaways

  • Always check council permissions before placing adverts on council land or the highway.
  • Apply via the Liverpool City Council highways or business licences pages and retain written permission.
  • If in doubt, contact the council early to avoid removal or enforcement.

Help and Support / Resources

  1. [1] Liverpool City Council - Highways licences
  2. [2] Liverpool City Council - Licences and permits for businesses
  3. [3] Town and Country Planning (Control of Advertisements) Regulations 2007

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