Designating an Area of Special Control of Advertisements (ASCA)
This consultation closes at 5pm on Tuesday 26 May, 2026.
We're asking for your views on a proposal to introduce an Area of Special Control of Advertisements (ASCA) across parts of Swale.
An ASCA provides additional protection from intrusive or inappropriate outdoor advertising, helping to safeguard places of historic, architectural, or cultural significance.
You can download the full consultation document (PDF 3.91MB).
Where the ASCA would apply
The proposed ASCA covers the commercial centres of eight conservation areas within Swale. These locations include historic high streets, several of which are on Historic England’s Heritage at Risk Register.
What would change
If introduced, the ASCA would apply stricter rules to outdoor advertising including limits on the:
- the size of lettering
- height and placement of adverts
- proportion of a shopfront used for advertising
The aim is to protect historic shopfronts, reduce visual clutter, and enhance the character and appearance of local high streets.
Taking part
You can share your views by email at conservation@swale.gov.uk, or by writing to us at:
Conservation Team
Swale Borough Council
Swale House
East Street
Sittingbourne
Kent
ME9 9TW
You should send your comments by the closing date of 5pm on Tuesday 26 May, 2026.
After the consultation
Once this consultation has closed we'll review the comments we've received before deciding whether to proceed with the proposal and submit the ASCA to the Secretary of State for approval.
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