local planning policy: signage and advertisements

Local Planning Policy: Signage and Advertisements

assessment of the development against the provisions of the Scheme and this Local Planning Policy.

‘I’ Means the proposal is ‘impact assessable’; it is not permitted unless the local government has exercised its discretion and has granted development approval after giving special notice in accordance with clause 9.4 of the Scheme. A Development Impact Statement may also be required to be submitted in addition to justification for the application addressing compliance with the Scheme and any applicable State and local planning policies.

‘—’ Means that the proposal is likely to be considered as –

(a) inconsistent with the objectives of the zones of the Scheme; and/or

(b) inappropriate in accordance with clause 67 ‘Matters to be considered by local government’ of ‘Part 9 - Procedure for dealing with applications for development approval’ of ‘Schedule 2 - Deemed provisions for local planning schemes’ under the Planning and Development (Local Planning Schemes) Regulations 2015; and/or

(c) not in accordance with the development requirements and standards of this Local Planning Policy.

Proposals for signs and advertisements that fall into this category will be treated as being ‘impact assessable’ in accordance with clauses 9.7, 10, 11 and 12 of this policy.

‘#’ Refer to the Scheme clause 4.7 and as denoted on Scheme Maps and in Schedule 2 - Special Use Zones of the Scheme text.

‘*’ Subject to structure planning as per the requirements of ‘Part 4 - Structure plans’ of ‘Schedule 2 - Deemed provisions for local planning schemes’ under the Planning and Development (Local Planning Schemes) Regulations 2015.

Note: Table 5 indicates the category or level of assessment a type of sign or advertisement proposal requires in each zone. The assessment categories do not determine the level of permissibility of a proposed sign or advertisement under the Scheme (i.e. Zoning Table).

Table 5: Assessment Categories for Signs and Advertisements.

Signs and Advertisements Zones

Resi

dent

ial Z

one

City

Cen

tre

Zone

Shop

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Cen

tre

Zone

Mix

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usin

ess Z

one

Indu

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Zon

e

Plac

e of

Ass

embl

y Zo

ne

Educ

atio

n Zo

ne

Serv

ice

Stat

ion

Zone

Rura

l Zon

e

Spec

ial U

se Z

one

Deve

lopm

ent Z

one

Awning fascia sign ♦ I S S S S C C S I # *

Billboard sign ♦ — C C S S — — C — # *

Billboard sign - large — I I I I — — — — # *

City of Bunbury page 52 of 80



Resi

dent

ial Z

one

City

Cen

tre

Zone

Shop

ping

Cen

tre

Zone

Mix

ed B

usin

ess Z

one

Indu

stry

Zon

e

Plac

e of

Ass

embl

y Zo

ne

Educ

atio

n Zo

ne

Serv

ice

Stat

ion

Zone

Rura

l Zon

e

Spec

ial U

se Z

one

Deve

lopm

ent Z

one

Blackboard sign C C C C C C C C C # *

Blind sign ♦ I S S S S I I S I # *

Boundary fence sign I C C C C I I C I # *

Bunting and streamers — — — — — — — — — # *

Bunting and streamers - temporary

C C C C C C C C C # *

Canopy sign ♦ I S S S S I I C I # *

Changeable message sign I C C C C C C C I # *

Commercial flag sign I C C C C C C C I # *

Construction site sign ♦ S S S S S S S S I # *

Construction site fence sign ♦ S S S S S S S S I # *

Created awning line sign ♦ I S S S S C C C C # *

Display home sign ♦ S S S S — — — — C # *

Election sign ♦ S S S S S S S S S # *

Electronic graphic display screen - large

— C I I — — — — — # *

Electronic graphic display screen - small

— C C C C C C C — # *

Fete sign ♦ C C C C C S S C C # *

Fly poster panel C C C C C C C C C # *

Fly poster sign — — — — — — — — — # *

Footway sign ♦ — S S S C C C C C # *

Ground sign ♦ I S S S S S S S I # *

Hamper sign ♦ I S S S S S S S I # *




Resi

dent

ial Z

one

City

Cen

tre

Zone

Shop

ping

Cen

tre

Zone

Mix

ed B

usin

ess Z

one

Indu

stry

Zon

e

Plac

e of

Ass

embl

y Zo

ne

Educ

atio

n Zo

ne

Serv

ice

Stat

ion

Zone

Rura

l Zon

e

Spec

ial U

se Z

one

Deve

lopm

ent Z

one

High-rise building sign I I I I I I I I I # *

Inflatable sign — — — — — — — — — # *

Lantern sign ♦ C S S S S S S S C # *

Mobile sign I C C C C C C C I # *

Motor vehicle sales bunting — — — C C — — — — # *

Motor vehicle sign — — — — — — — — — # *

Newsagency sign C C C C C C C C C # *

Plate sign ♦ S S S S S S S S S # *

Pole sign I C C C C I I C I # *

Projected image sign — I I I I — — I — # *

Projecting flag sign C C C C C C C C C # *

Projecting sign — C C C C I I C I # *

Property transaction sign ♦ S S S S S S S S S # *

Pylon sign — I C C C I I C I # *

Pylon sign - large — I C I I — — C — # *

Retail sales sign I S S S C — — C C # *

Roof sign — C C C C I I C I # *

Sign written non-building structure sign

— C C C C — — C — # *

Sign written roof sign — C I I C — — I — # *

Sky sign — — — — — — — — — # *

Sporting field fence sign ♦ C C C C C S S C C # *

Stallboard sign ♦ I S S S S S C C I # *




Resi

dent

ial Z

one

City

Cen

tre

Zone

Shop

ping

Cen

tre

Zone

Mix

ed B

usin

ess Z

one

Indu

stry

Zon

e

Plac

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Ass

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y Zo

ne

Educ

atio

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ne

Serv

ice

Stat

ion

Zone

Rura

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e

Spec

ial U

se Z

one

Deve

lopm

ent Z

one

Under awning sign ♦ I S S S S C C S I # *

Vertical banner building sign I C C C C I I C I # *

Vertical banner free-standing sign

I C C C C I I C I # *

Wall sign ♦ I S S S S C C S I # *

Window sign 30% coverage C C C C C C C C C # *

♦ Note that the proposed sign may be exempt from the need for development approval subject to its compliance with the sizes prescribed in Schedule 9 of the Scheme and/or Table 1 of this Local Planning Policy. Proposals for signs over and above the sizes in Schedule 9 and/or Table 1 are to be assessed in accordance with this Local Planning Policy.



PART D 10 VARIATION OF DEVELOPMENT REQUIREMENTS 10.1 Development in accordance with this Local Planning Policy is deemed to comply. However,

alternative designs may be considered subject to demonstration that the proposed land use and/or development is in keeping with the intent and objectives of this Local Planning Policy to the satisfaction of the local government.

10.2 In exercising any discretion the local government should ensure that the variation will not

contravene the following provisions of the Scheme -

(a) purpose and objectives of this Local Planning Policy;

(b) section 1.6 the Aims of the Scheme;

(c) section 4.2 Zone Objectives; and

(d) clause 67 ‘Matters to be considered by local government’ of ‘Part 9 – Procedure for dealing with applications for development approval’ of ‘Schedule 2 — Deemed provisions for local planning schemes’ under the Planning and Development (Local Planning Schemes) Regulations 2015.

11 DEVELOPMENT IMPACT STATEMENT 11.1 Where an application -

(a) proposes a variation to a standard design requirement or to one or more Deemed-to-Comply solutions of this Local Planning Policy,

(c) is considered to have a significant impact on the existing conditions of a locality,

(d) is classified as impact assessable in accordance with Table 5: Assessment Categories for Signs and Advertisements, or

(e) involves a heritage place (either on or adjacent to the proposed development) as established by inclusion on the State Register of Heritage Places or the Heritage List under the Scheme; then

the local government may require a Development Impact Statement to be submitted for assessment as part of an application for development approval, unless the requirement has been waived by the local government.

11.2 The development impact statement report is to be undertaken by an appropriately

qualified person or body to the specifications and satisfaction of the local government at the applicant’s expense; and as determined by the local government, must contain the following information in sufficient detail to permit the local government to make a proper development assessment of any proposed variation as part of a planning application -

(a) the location of the subject premises and the specific nature of the existing development and ongoing operations;

(b) site analysis showing the location of existing buildings, natural features and landscaping on the premises the design of the existing development including its relationship to adjoining and surrounding buildings and the streetscape in the vicinity of the subject site;

(c) the location of all existing signs and advertisements and their associated facilities;

(d) the location of all proposed signs and advertisements, facilities and service areas



necessary for the installation and maintenance of the sign or advertisement;

(e) all development or landscaping proposed to be removed;

(f) details of the proposed design of the sign and/or advertisement including the materials, colours, treatments and any illumination;

(g) viewshed analysis including identification of views of significance and corridors; iconic features in the landscape both natural and built; viewpoints from lookouts, walking trails, major roads, significant building sites, corridors; and analysis of the existing landform and impact of the proposed signs and advertisements on the skyline;

(h) visual impact assessment incorporating:

i. An analysis of proposed signs and/or advertisements in relation to its impact on the amenity of:

(1) surrounding buildings and streetscape, and

(2) residential premises with views of the proposed and existing signage and/or advertisements; and

ii. Demonstrable design, construction and management mitigation and solutions that respond to the outcomes of clause i. above;

(i) an overshadowing diagram;

(j) the hours of operation of the development or business to which the sign or advertisement would relate and the hours of operation for any proposed illuminated sign or advertisement;

(k) the nature and operation of parking, manoeuvring and vehicle access to the site including any potential impact to views to and from these areas;

(l) potential impacts on intersections, traffic lights, taxi collection points and public transport service points;

(m) analysis of the proposal with regard to any heritage impact assessment including the potential impact of the proposal to any heritage values, or suspected heritage values of the place; and

(n) any other relevant information requested by the local government. 12 ROAD SAFETY AUDIT 12.1 Where an application for an animated or digital format sign or advertisement (including

variable message signs and variable electronic message signs such as ‘electronic graphic display screen - large’) is proposed to be located within 50 metres of traffic signals or a road intersection and/or may be visible from within 50 metres of traffic signals or a road intersection, the local government may require a Road Safety Audit to be submitted for assessment as part of any application for development approval, unless the requirement has been waived by the local government.

12.2 The road safety audit report is to be undertaken by an appropriately qualified person or

body to the specifications and satisfaction of the local government at the applicant’s expense; and as determined by the local government, must contain but is not limited to the following information in sufficient detail to permit the local government to make a proper development assessment of any proposed variation as part of a planning application -



(a) Crash history data for the intersection, site or location of the proposed sign or advertising device, to be calculated and presented in accordance with Main Roads Western Australia’s Policy and Application Guidelines for Advertising Signs Within and Beyond State Road Reserves, Appendix C - Crash Rate Calculations (as amended).

(b) Site selection determination with regards to –

(i) the lateral placement of the sign or advertising device to ensure that signage or advertising does not become a hazard for errant vehicles, and to ensure the effectiveness of official traffic signs / signals; and

(ii) the longitudinal placement of the sign or advertising device to minimise driver distraction and to limit the demand placed on road users to safely navigate through an intersection.

(c) Physical characteristics of the sign or advertising device - including its shape, colour, illumination, font size and content (which can influence the extent of driver distraction or confusion).

(d) Determination of the minimum safe dwell time of animated and digital format signage or advertising device.

(e) Risk assessment of the proposed sign or advertising device, including but not limited to, the potential level or degree of distraction to road users, obstruction of sightlines and official traffic signs / signals, and hazard to errant vehicles.

Note: Reference should be made to Austroads Guide to Road Safety Part 6: Road Safety Audit (as amended).

13 NOTIFICATION & ADVERTISING

Where advertising is required to be undertaken or is deemed to be required by the local government, advertising will be undertaken in accordance with the provisions of clause 64 ‘Advertising applications’ of ‘Part 8 – Applications for development approval’ of ‘Schedule 2 — Deemed provisions for local planning schemes’ under the Planning and Development (Local Planning Schemes) Regulations 2015.

14 IMPLEMENTATION & REVIEW 14.1 Why a Local Planning Policy?

The Scheme is a prescriptive instrument that sets out the legal provisions for how land may be used and developed. Sole reliance upon it for regulating all forms of development under all circumstances is not always practical and the Scheme makes allowance for this by enabling the local government to adopt local planning policies from time to time in order to address specific issues or a range of issues in a specific place. A local planning policy is a tool to assist developers in preparing proposals with a greater understanding of the local government’s desired outcomes for the Scheme area. This helps to ensure that developers can invest the time and resources needed in preparing applications for development approval with increased confidence; and that the City of Bunbury’s staff and Councillors can assess development proposals in a more consistent and transparent manner.



14.2 Policy Review

The local government will review this Local Planning Policy annually in conjunction with the rest of the Local Planning Policy Framework in accordance with the Planning and Development Act 2005.



Map 1: Local Planning Policy Area [refer to clause 4.1]



Map 2: City Centre Zone Signage Control Area [refer to clause 4.2]



Appendix A: Table 6: Standard Design Requirements for Signs and Advertisements.

Signs and Advertisements Definitions and Standard Design Requirements

Diagram

‘Awning fascia sign’ is an advertisement painted or affixed onto the fascia of an awning or verandah.

• Is a single faced sign.

• Must be contained within the outline of a fascia.

• Has a maximum height of 1.5m above natural ground level.

‘Billboard sign’ is a freestanding display surface, the width of which is greater than the height and which may be positioned on the ground or mounted on one or more vertical supports.

• Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, the maximum total sign face area is 18m² per face, for a maximum of two faces.

• The maximum height above the ground is to be 6.5m or the height of a building in close proximity, whichever is the greater, but is not to exceed 10m. The height of a building is defined as the height of the uppermost part of the building above ground level.

• Must be mounted as a freestanding structure.

• Shall be subject to engineering certification of the structural adequacy of the billboard sign and its supporting structure. Where attached to overhead infrastructure, an engineering certification that the overhead structure has adequate structural capacity to support the sign and that the design of sign fixings is to appropriate standards, shall also be provided.

• Must not be located less than 3.0m from the front property boundary (including the primary and secondary street frontages of a corner lot), and must not project beyond the alignment of any property boundary.

• Must not face adjoining premises unless the sign is a minimum of 3.0m from the property boundary of that premises, or unless the landowner of the adjoining premises consents to the sign being a lesser distance from the boundary.

• Must not be erected to expose an unsightly back view of the sign to a road or other public place.

• Must not be located on a street frontage of a premises along which is located another billboard sign, billboard sign - large, ground sign, pole sign, pylon sign or pylon sign - large.




Diagram

‘Billboard sign - large’ is a large freestanding display surface, the width of which is greater than the height and which may be positioned on the ground or mounted on more than one vertical support.

• Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, the maximum total sign face area is 36m² per face, for a maximum of two faces.

• The maximum height above the ground is to 6.5m or the height of a building in close proximity, whichever is the greater, but should not exceed 8.4m. The height of a building is defined as the height of the uppermost part of the building above ground level.





• Must not be erected to expose an unsightly back view of the sign to a road or other public place.

• Must not be located on a street frontage of a premises along which is located another billboard sign - large, billboard sign, ground sign, pole sign, pylon sign or pylon sign - large.

‘Blackboard sign’ is a blackboard, whiteboard or the like with a hand written message.

• Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, no more than one double faced blackboard sign, having a maximum sign face area of 0.6m² per face, is to be displayed per street frontage.

• A single faced blackboard sign must be affixed to a structure within a property boundary in a way that minimises visual clutter.




Diagram

‘Blind sign’ is a non-illuminated advertisement painted on or otherwise affixed to solid or flexible material suspended from the edge of an awning, verandah or wall.


• Must be compatible with the blind and building on which it is displayed.

• Must have a minimum clearance of 2.75m between any part of the blind and a footpath pavement, where pedestrian access is to be maintained.

‘Boundary fence sign’ is an advertisement painted or otherwise affixed to a fence along the property boundary of premises.

• A boundary fence sign is not to be affixed to a fence unless the fence is constructed to withstand the consequent wind or other loads.


• Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, the maximum sign face area is 36m².

‘Bunting and streamers’ are a series of small flags or pennants suspended from a rope or a cable. Streamers are long suspended ribbons of cloth or similar non-rigid material.

• See ‘motor vehicle sales bunting’.

• Other than as provided for elsewhere in this Local Planning Policy, bunting and streamers are considered to be inappropriate within the Local Planning Policy Area.

‘Bunting and streamers - temporary’ are the short term use of bunting and streamers for an event such as a fete, fair or festival.

• Bunting and streamers temporary may be displayed for a period of no more than two (2) weeks prior to and on the day or days of the event.




Diagram

‘Canopy sign’ is an advertisement painted on or otherwise affixed to a canopy, whether the canopy is constructed from flexible or solid material.


• Must be compatible with the canopy and building on which it is displayed.

• Must not be illuminated unless the nature of the illumination and/or materials is such as to prevent combustion.

• Must have a minimum clearance of 2.75m to any rigid part of the canopy, and 2.4m to any flexible part of the canopy, and a footpath pavement, where pedestrian access is to be maintained.

‘Changeable message sign’ is an advertisement that allows the message to be readily changed, such as those commonly used by petrol retail outlets.

• Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, no more than one double faced, changeable message sign having a maximum area of 2.8m² per face is to be displayed per street frontage.


‘Commercial flag sign’ is a cloth or similar non-rigid fabric hung from a pole for the purpose of advertising or identifying a commercial establishment.

• May be double faced.

• Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, the maximum single face area is 2.4m² per face, for a maximum of two faces.

• Must be displayed less than 6.5m from the ground (measured from the top of the sign).

‘Construction site sign’ is an advertisement affixed to a structure or building under construction or to on-site construction equipment such as a crane.



• Must only display the name or logo of the owner or developer of the construction project or of the construction company.




Diagram

‘Construction site fence sign’ is an advertisement painted or otherwise affixed flat on a temporary safety fence of a construction site, usually along the boundary or boundaries of that premises.

• Must only display the name or logo of the owner or developer of the construction project and/or of the construction company, and those professionally involved in the design with contact numbers and addresses if required.


• Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, the sign has a maximum area of one square metre for each metre of the length of the fence to which it is affixed (the area of a construction site fence sign excludes the area of any 'fly poster panel’, which may have been designated by the local government for the posting of ‘fly poster signs’ and the area of any artworks on the fence such as murals).

• Must not to be affixed to a fence unless the fence is constructed to withstand the consequent wind loads.

‘Created awning line sign’ is an advertisement attached to and extending beyond a fascia of an awning or the like.


• Must not extend more than 600mm above the fascia to which it is attached.

• Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, the ‘created’ area of the awning, i.e. the area of the sign extending beyond the fascia, is not to exceed 25% of the area of the fascia.

• Must have a minimum clearance of 2.75m between the lowest part of the sign and the footpath pavement.

‘Display home sign’ is an advertisement sign displayed for the period over which homes are on display for public inspection to facilitate their sale, auction or leasing.

• Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, a double faced sign having a maximum area of 6.0m² per face, or a single faced sign having a maximum area of 12m², may be erected where a number of contiguous dwellings are being marketed concurrently.

• Not more than one such sign is to be displayed per 100m of street frontage.




Diagram

‘Election sign’ is a temporary, non-illuminated advertisement advertising a political candidate(s), a registered political party, or a campaign for a Commonwealth, State, or local government election.

• Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, the maximum sign face area is 1.2m² per face, for a maximum of two faces.

• Must not be in the form of bunting and streamers.


• An election sign is to be:

displayed in a location that is not a road or other public place;

displayed no earlier than six (6) weeks before the day of an election; and

removed no later than seven (7) days after the day of an election.

‘Electronic graphic display screen - large’ is a large digital format sign usually including Light Emitting Diode (LED) technology and associated technology and software, capable of producing still images, video replay and live television broadcasts and animations as programmed.



• Must not extend beyond a height of 12m above the ground.

• Must not project beyond the front alignment of a property.

• Must not expose an unsightly back view to a road or other public place.

• Must be located on premises in the City Centre Zone, Shopping Centre Zone or Mixed Business Zone and fronting land included in the City Centre Zone, Shopping Centre Zone or Mixed Business Zone, but must not be attached to or located in front of premises in the Residential Zone.

• Must not be distracting to motorised road users (e.g. is encouraged in pedestrian areas within entertainment precincts).


• Shall be subject to approval by Western Power or other appropriate authority for all electrical systems to ensure the electrical connections are designed to be safe in all situations.

• Must comply with maximum luminance levels as given in Table 2: Maximum Luminance Levels.

• Must comply with minimum 'dwell' durations as given in Table 3: Minimum Dwell Times for Animated and Digital Format Signage and Advertising where displayed outside of the City Centre Zone or




Diagram

Shopping Centre Zone.

• Must comply with minimum spacing between signs / advertisements given in Table 4: Minimum Acceptable Distance between Animated and Digital Format Signage and Advertising where displayed outside of the City Centre Zone or Shopping Centre Zone.

‘Electronic graphic display screen - small’ is a small digital format sign usually including Light Emitting Diode (LED) technology, such as a TV screen, and associated technology and software, capable of producing still images, video replay and live television broadcasts and animations as programmed.



• Must not extend beyond a height of 4m above the ground.

• Must not project beyond the front alignment of a property.

• Must not expose an unsightly back view to a road or other public place.

• Must not be distracting to motorised road users.

• Must comply with maximum luminance levels as outlined in Table 2: Maximum Luminance Levels.

‘Fete sign’ is a temporary, non-illuminated advertisement advertising non-profit, short-term events such as a fete, fair or festival for charitable, religious, educational, child care, sporting organisations or the like.

• Fete signs are single faced signs that are to be located on the premises of a fete or the premises of the organisation holding the fete and may include:

A banner type sign of non-rigid material suspended at both ends and having a maximum single face area of 8.0m² subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy.

A rigid type sign which would otherwise be a pole sign, wall sign, boundary fence sign or ground sign having a maximum single face area of 2.4m² subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy.

A vertical banner building sign or vertical banner free standing sign having a maximum single face area of 2.4m² subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy.

Temporary bunting and streamers.

• No more than one of either a banner or rigid type fete sign is to be displayed for each frontage of a site.

• A fete sign on the premises of a fete is to be displayed not more than two weeks prior to the event advertised and is to be removed by the end of the day following the event.




Diagram

‘Fly poster panel’ is a panel or like surface specifically provided for the display of Fly poster signs.

• Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, the maximum area is 6.0m².

• A panel is affixed to a wall.

• Must not to project more than 300mm from the wall to which it is affixed.

• Not more than one such panel is to be displayed per 100m of street frontage.

‘Fly poster sign’ is a non-rigid advertisement affixed to a supporting surface not being part of that advertisement and is typically a printed paper advertisement, multiple copies of which are glued to walls and other fixtures.

• Other than where placed on a fly poster panel approved by the local government, a fly poster sign is considered to be inappropriate within the Local Planning Policy Area.

‘Footway sign’ is a portable, freestanding advertisement, normally supported by an ‘A’ or inverted ‘T’ frame, and is displayed on private property.

• Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, a business must not erect more than one footway sign having a maximum height of 0.9m and a maximum width of 0.6m.

• Must be positioned on private property so as to leave clear passage for pedestrians along the footpath particularly the visually disadvantaged who rely on clear passage along the frontage of shops.

• Must not be positioned so as to obstruct, clutter or detract from street landscaping, furniture or artwork.

• Must not have moving, rotating or animated parts, such as a spinner sign.

• Must be displayed only during trading hours and is not to be used for the display of merchandise.




Diagram

‘Ground sign’ is a monolithic advertisement, which in effect, sits on or rises out of the ground.


• Must be generally displayed within a developed landscaped environment.

• Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, the maximum sign face area is 4.0 m².



• Must not be displayed in a manner that results in an unsightly view of the back of the sign from a road or other public place.

• Must be complementary to the design of the building or place to which it relates.

• Not more than one ground sign is to be displayed on a premises unless the street frontage of the property exceeds 100m and any such signs are not located closer than 50m to each other.

‘Hamper sign’ is an advertisement painted or otherwise affixed in the area between a door head and an awning, or at an equivalent level.


• Must not project more than 300mm from the face of the wall.

‘High rise building sign’ is an advertisement naming or identifying a high rise building by the use of a logo or the like.



• Must be 10m or more above the ground and contained within the actual or created outline of the building to which it is attached.

• The structure creating a new outline is to be designed to appear as if it were part of the original building, or otherwise matches or complements its architecture.




Diagram

‘Inflatable sign’ includes any fixed or captive envelope, balloon, blimp or kite, whether a cold air inflatable or lighter than air aerial device.

• An inflatable sign is considered to be inappropriate within the Local Planning Policy Area.

‘Lantern sign’ is a translucent, three dimensional lighting fixture displaying the name and/or trading business or calling of the occupant of a business premise.

• The total sign face area is calculated as the total area of a cube within which the sign fits. Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, a lantern sign must fit into a cube having maximum edge dimensions of 0.5 x 0.5 x 0.5m.

• May be fixed to a wall or pole at a maximum height of 3.0m.

• Not more than one lantern sign is to be displayed for a Home Occupation (refer to the Local Planning Scheme for the requirements applying to a Home Occupation).

• The illumination source must not be brighter than a standard 100 watt incandescent bulb.

‘Mobile sign’ is a portable freestanding lightweight advertisement or an advertisement mounted on wheels to facilitate easy movement about a site.

• A business may erect and maintain not more than one portable sign which:

Must be positioned on private property and does not project into the thoroughfare reserve;

Must be displayed only during normal business hours of the business to which it relates;

Has a maximum height of 900mm above natural ground level;

Must not have any mechanically or wind driven rotating component part;

Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, the maximum single sign face area is 1.4m²;

May be double faced and in such cases, subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, the maximum total sign face area is 2.8m²; and

Must not be located closer than 1.5m to the kerb.




Diagram

‘Motor vehicle sales bunting’ is a series of small flags or pennants suspended from a rope or cable and are used to decorate a motor vehicle sales yard.

• The maximum amount of bunting to be displayed on a motor vehicle sales yard is:

• 10 linear metres of bunting per metre of road frontage for the first 50m of road frontage plus 5.0 linear metres of bunting per metre of road frontage in excess of 50m.

• Must be displayed at a maximum height of 6.5m above the ground.

• Motor vehicle sales bunting will only be permitted for a motor vehicle sales yard and must be maintained in a clean and tidy condition.

‘Motor vehicle sign’ is an advertisement display on a vehicle where the display of the advertisement is the primary use of the vehicle and located on the property permanently.

• A motor vehicle sign is considered to be inappropriate within the Local Planning Policy Area.

‘Newsagency sign’ is a small non-illuminated, temporary, movable advertisement positioned within the property boundary advertising publications for sale.

• Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, the maximum single sign face area is 0.36m² per face, for a maximum of two faces.

• Must be attached to the front of the premises where the items are for sale.

• A newsagency sign advertising a newspaper or periodical is not a third party sign.

‘Plate sign’ is a small advertisement identifying the name and/or trade, business or calling of the occupant of the business premises and includes a home occupation.

• Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, the maximum sign face area is 0.6m² per face, for a maximum of two faces

• Must be painted or affixed to a wall or fence.

• Must be positioned on private property.

• Must not project into the thoroughfare.




Diagram

‘Pole sign’ is a freestanding advertisement on one or more vertical supports.

• Not more than one pole sign must be displayed per street frontage of a property.

• Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, the maximum sign face area is 2.4 m² per face.




• Must not be located on a street frontage of a premises along which is located another pole sign, billboard sign, billboard sign - large, ground sign, pylon sign or pylon sign - large.

‘Projected image sign’ is an illuminated sign projected onto a display surface as static or moving image.

• Subject to the local government’s discretionary approval, a projected image sign may be acceptable in larger commercial areas, particularly centres of entertainment and night-life, provided the impacts of their display are assessed as acceptable.

‘Projecting flag sign’ is a non-illuminated, wall mounted corporate flag.

• Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, the maximum sign face area is 0.3m² per face.

• Not more than four (4) such advertisements are to be displayed per premises and the advertisements are to be positioned no closer than 2.0m to each other.

• Must have a minimum clearance of 2.75m between any rigid part of the flag and a footpath pavement and 2.4m clearance to any flexible part of the flag.




Diagram

‘Projecting sign’ is a double-faced advertisement projecting at right angles to a wall.

• Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, the projecting sign must not be wider than 750mm and must not have a vertical dimension of more than 7.5m.

• Must not project further than 1.0m from the face of the wall to which it is attached nor be within 6.0m of another projecting sign on the same lot.

• Must have a minimum 2.75m clearance between the lowest part of a projecting sign and the pavement.

• Must not extend more than 10m above the ground, or extend above the wall to which it is attached.

‘Property transaction sign’ is a non-illuminated advertisement sign displayed for the duration of the period over which property transactions are offered and negotiated for the sale, leasing or impending auction of the property at or upon which the sign is or the signs are displayed.

• Property transaction signs may be double faced and are permitted up to the sizes provided in Schedule 9 of the Scheme and/or the sizes provided for in Table 1 of this Local Planning Policy, and for these sizes to apply as the maximum total sign face area of each single faced or double faced property transaction sign.

• The standard sized property transaction sign is 900mm x 600mm in dimension (made of corflute material), but may include larger photo board signs that are 1.8m x 1.2m in dimension.

• No property transaction sign is to interfere with the safe and convenient passage of pedestrians.




Diagram

‘Pylon sign’ is a display surface the height of which is greater than the width and which may be positioned on the ground or mounted on one or more vertical supports.

• Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, the maximum sign face area is 10m² per face, for a maximum of two faces.

• The maximum height above the ground is to be 6.5m or the height of a building in close proximity, whichever is the greater, but is not to exceed 10m. The height of a building is defined as the height of the uppermost part of the building above ground level.

• Must be mounted as a free-standing structure.

• Shall be subject to engineering certification of the structural adequacy of the billboard sign and its supporting structure.



• Must not expose an unsightly back view of the sign to a road or other public place.

• Must not to be located on a street frontage of a premises along which is located another pylon sign, billboard sign, billboard sign - large, ground sign, pole sign, or pylon sign - large.

‘Pylon sign - large’ is a large display surface the height of which is greater than the width and which may be positioned on the ground or mounted on one or more vertical supports.

• Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, the maximum sign face area is 36m² per face, for a maximum of two faces.

• The maximum height above the ground is to be 6.5m or the height of a building in close proximity, whichever is the greater, but should not exceed 8.4m. The height of a building is defined as the height of the uppermost part of the building above ground level.


• Shall be subject to engineering certification of the structural adequacy of the billboard sign and its supporting structure.



• Must not expose an unsightly back view of the sign to a road or other public place.




Diagram

• A pylon sign large is not to be located along a street frontage of a property, along which is located another pylon sign large, billboard sign, pylon sign, billboard sign large or pole sign, and in no case less than 3.0m from the front boundary.

• Where pylon signs large are to be erected on a property on which a building/s with multiple tenancies (such as shopping centres) is erected or is to be erected, the pylon signs may be required to be consolidated into one sign.

‘Retail sales sign’ is a temporary flag or banner advertising an auction, retail sale or the like.

• Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, the maximum single face area is 2.4m².

• Not more than one retail sales sign is to be displayed per lot/tenancy per street frontage.

• A retail sales sign is not to be displayed for more than two weeks in any two (2) month period.




Diagram

‘Roof sign’ is an advertisement positioned at the top of a building (above an awning, verandah roof or the like) where the roof of that building would normally form the predominant backdrop to the sign when it is viewed from the ground.

• A roof sign is to be contained within an existing outline of a building and the size and form of a roof sign are to be appropriate to the scale and character of both the building on which it is displayed and other development within the locality.

• Must not extend horizontally beyond the edge of the roof of the building and must not at any point be within 4.0m of the ground.

• Where there are several roof signs on a building for a number of different tenancies, such as at a shopping centre, such signs shall match, align, or otherwise be compatible with each other.


• Is not inflatable.

• The light source for an illuminated roof sign is to be internal, neon, or directed to avoid excessive ‘light spillage’.

• Roof signs shall comply, in regard to height above ground and height of sign, with the following:

Height of Main Building above Ground Level at point where Sign is to be erected

Maximum Height of Sign

4.0m and under 5.0m 1.25m





24.0m and upwards 7.0m

‘Sign written non-building structure sign’ is an advertisement painted on or otherwise affixed to any structure that is not a building, such as a batching plant, conveyor housing, or liquid or gas storage tank.

• A sign written non-building structure sign is to be contained within the height and width of the structure on which it is displayed.

• Is a sign single faced sign.




Diagram

‘Sign written roof sign’ is an advertisement painted on a roof.

• Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, the maximum sign face area is 36m² or 50% of the area of the roof on which it is painted as seen from any horizontal direction, whichever is the lesser.

‘Sky sign’ is an advertisement positioned on the top of a building so that when it is viewed from the ground the advertisement is predominantly back dropped by the sky.

• A sky sign is considered to be inappropriate within the Local Planning Policy Area.


‘Sporting field fence sign’ is an advertisement painted or otherwise affixed to the inward side of a fence around a sporting field, so as not to be readily discernible from a road or other public place.


• Where a sporting field fence sign or a similar advertisement in a sports club, arena, stadium or the like is readily discernible from a road or other public place, it will be deemed to be a boundary fence sign for the purposes of this Local Planning Policy.

‘Stallboard sign’ is an advertisement painted on or otherwise affixed to the base of a shop front normally below a shop window.

• A stallboard sign is a single faced sign which is to be designed to be compatible with the building on which it is to be located.

• Must not protrude in a manner that could injure pedestrians and must be contained within the property boundary.




Diagram

‘Under awning sign’ is an advertisement suspended under an awning or verandah.

• Must be oriented at right angles to the building frontage.

• Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, an under awning sign must be no greater than 2.4m long, 500mm deep and 300mm wide.

• May be double faced.

• The length of an under awning sign must not exceed 75% of the width of the awning or verandah to which it is attached and must not project beyond the outer edge of the awning or verandah.

• Must have a minimum clearance of 2.75m between its lowest part and the pavement below.

• Must usually be centrally located along the frontage of the shop or tenancy it advertises and, in the case of a shopping arcade, one additional such sign may be displayed at the arcade entrance.

• Must not to be closer than 3.0m to another under awning sign, or closer than 1.5m to a side boundary of a property or tenancy.

‘Vertical banner building sign’ is an advertisement of non-rigid material normally fixed at the top and bottom to brackets projecting from a building.


• Has a maximum width of 750mm, and must not extend beyond 6.0m above the ground.

• Must have a minimum clearance of 2.75m between the lowest part of a vertical banner building sign (including its supporting brackets) and the pavement.

• Must be erected only within the boundaries of a premises.

• Must be not less than 6.0m apart, or closer than 3.0m to a side or rear boundary.

• Must not be illuminated.




Diagram

‘Vertical banner freestanding sign’ is an advertisement of non-rigid material normally fixed at the top and bottom to brackets extending from a freestanding pole.


• Has a maximum width of 750mm, and must not extend beyond 5m above the ground.

• Must have a minimum clearance of 2.75m between the lowest part of a vertical banner freestanding sign (including its supporting brackets) and a pavement.

• Must be erected only within the boundaries of a premises.

• Must be not less than 6.0m apart, or closer than 3.0m to a side or rear boundary.

• Must not be illuminated.

‘Wall sign’ is an advertisement affixed flat to a building wall or painted onto a building wall and/or fascia.

• A wall sign is to only to display the name, logo or slogan of the business premises to which the sign is applied.

• Subject to compliance with the maximum total sign face area as given in clause 9.1 of this Local Planning Policy, the maximum single face area is 36m², and must not extend beyond 12.0m above the ground.

• Must not project more than 300mm from the wall and/or fascia to which it is affixed.

• Must not to project beyond the edges of a wall and/or fascia.

• A wall sign, which extends above a wall, may be considered as a roof sign.

‘Window sign 30% coverage’ means an advertisement affixed to or painted on a shop window, having a maximum of 30% coverage of any glazed area, by the occupier thereof and relating to the business carried on therein.

• A window sign must not exceed 30% of the area of the glass panel or panels on which it is exhibited.


Appendix DPDRS-19

draft_2016_model_code_wa_30_march_2016 1

OMAModelAdvertisingDevicesCode:

WesternAustralia

01 PURPOSE OF THE MODEL ADVERTISING DEVICES CODE

The Outdoor Media Association (OMA) Model Advertising Devices Code: Western Australia

(Model Code WA) outlines best practice regulation of third-party advertising devices for

Western Australian local governments designing local planning schemes and local laws.

This Model Code WA seeks to provide a set of practical and effective planning controls for

third-party advertising devices. Overall the Code aims to balance positive design and utility

outcomes for local government and the community with the commercial requirements of

the OOH industry. There are many economic and community benefits that result from the

OOH industry as outlined in the following sections.

The Model Code WA only addresses third-party advertising device structures and not

business signage. In addition, advertising content is not covered by this code as this is

regulated outside of the planning system by the Advertising Standards Bureau (ASB).

The Model Code WA has been prepared to apply to third-party advertising devices in City

Centre, Business, Industrial, Mixed Use and Rural Zones. While it primarily applies to large

format advertising devices, the section of the Model Code WA relating to Digital could be used

in planning considerations relating to all third party advertising. The Model Code WA is not

intended to apply to temporary advertising devices such as building wraps (structures installed

to cover construction sites) and the like.

02 THE OUTDOOR MEDIA ASSOCIATION (OMA)

The Outdoor Media Association (OMA) is the peak industry body which represents 90% of

Australia’s outdoor media display companies and production facilities, and some media

display asset owners. The OMA operates nationally and prior to July 2005 traded as the

Outdoor Advertising Association of Australia (OAAA). It was first incorporated in 1939.

Outdoor media display companies advertise third-party products on free-standing billboards

and advertisement panels in transport corridors and also on buses, trams, taxis, bus

stations, railway stations, pedestrian bridges, street furniture (e.g. bus/tram shelters, public

toilets, bicycle stations, phone booths, and retail kiosks), shopping centres, universities and

airport precincts.

The OMA supports the reasonable regulation of OOH advertising and is committed to

working with governments at all levels to ensure that advertising signs are located in

permissible areas and are well-integrated with the surrounding environment. The OMA

advocates for planning systems within Australia that:

• recognise outdoor advertising signage as a legitimate land use

• provide a fair and reasonable set of development standards for advertising signage

land use, including new styles of digital signage

• protect the industry’s existing signage investments within the State.

Appendix DPDRS-20


03 ECONOMIC AND COMMUNITY BENEFITS OF OOH

Advertising and marketing plays a fundamental role in the Australian economy, contributing

$7.2 billion a year in revenue to the economy and employing 183,270 people throughout its

industries.1 In 2015, the OOH industry experienced unprecedented growth, posting a

17% overall increase on net revenue, taking the industry’s net revenue to $677.8 million,

from $579.3 million in 2014.

OOH is used by many businesses in Australia, with a range of clients from small

organisations through to established multi-national companies. The benefits of advertising

also have a knock-on effect for employment extending beyond consumers and brand

owners, to manufacturers, retailers, suppliers, printers, production houses and many others.

OOH is a cost-effective way for businesses to advertise their products, services and events.

The OOH industry in Australia contributes over 17,000 items of infrastructure to the

community, including pedestrian, bus shelters, kiosks, phones, park benches and bicycles.

The replacement value of these items to date is approximately $275 million.

The industry also plays an important role in supporting the arts, sports and charitable

organisations and OOH is widely used by government bodies to advertise community

messages such as road safety messages and health awareness campaigns.

Government and superannuation funds also profit from OOH through rents paid on leasing

inventory stock from roads, railways and buildings.

OMA members recognise the responsibility to minimise the impact of OOH advertising on

the built and natural environment, and their role in contributing to the sustainability of the

communities in which they operate. This includes initiatives to reduce energy consumption

through energy efficient lighting and solar generated illumination. It also includes measures

to reduce PVC plastic landfill waste through the introduction of biodegradable printed skins

and digital displays.

04 TYPES OF OUTDOOR ADVERTISING STRUCTURES

The OOH industry generally uses the following standard sizes of advertising structures:

• Spectacular Signs – up to 19 metres x 4.5 metres - poster displays over 50m2 in size

often located on highways and are generally illuminated.

• Supersite Signs – 12.66 metres x 3.35 metres - large displays around 42m2 in size

located on major arterial roads and national highways and are generally illuminated.

• Super 8 signs – 8.3 metres x 2.2 metres.

• Poster sign – 6 metres by 3 metres - typically located on building walls in commercial

and industrial areas, along roads and in railway corridors.

• Portrait signs - 4.5 metres by 3 metres (but can also be other sizes depending on

locations).

These signs are illustrated in Attachment 1, Common Types of Advertising Structures.

1 Valuing Australia's Creative Industries, Creative Industries Innovation Centre December 2013


05 DIGITAL BILLBOARDS

In recent years the use of digital signage has grown across Australia. By the end of 2015

over 28% 2 of the OMA members’ advertising revenue was from digital media and this

percentage will continue to grow.

Digital signage offers a number of benefits to the industry and the community and some of

these are listed below.

• Luminance control - the brightness of digital billboards can be adjusted in response to

changes in surrounding light conditions and at night, unlike traditional billboards.

• Vibrancy – digital technology allows for signage that is vibrant, has high image quality

and is visually interesting. This signage can contribute to exciting and lively urban

spaces.

• Community benefit – it is more economically viable to make digital screens available for

charities and community messaging as one sign can take on the role of many, without

the cost of printing and installation.

• Utility – Digital screens can be used at short notice for emergency messaging and to

provide up to date community information. Into the future, there is the potential that

this infrastructure can provide Wi-Fi hubs, charging stations, and more.

• Environment – Digital screens produce no PVC/vinyl waste.

While the safety of digital roadside signage is sometimes raised as an issue, the OMA has

undertaken research on driver behaviour around advertising signs and found that:

• drivers spend the same amount of time (average 78%) with their eyes on the road

whether in the presence of digital, static or on premise signs

• there is no significant difference in the length of time people look (fixation duration) at

digital signage compared with static signage

• drivers maintain the same safe average vehicle headway (distance between themselves

and car in front) in the presence of all three signage types

• over 99% of all glances towards advertising signage were less than 750 milliseconds,

which is the minimum time needed by a driver to perceive and react to an unexpected

event.

2 Based on 2014 revenue figures – Outdoor Media Association


OMAModelAdvertisingDevicesCode:

WesternAustralia

Type of Application:

Development applications for third-party advertising devices requiring Council consent in City-

Centre, Business, Industrial, Mixed Use and Rural type land-use zones.

Overall outcomes sought for an advertising device:

Character, Amenity and View Corridors

The advertising device positively impacts on the character and amenity of the locality in which it is

placed, and aligns with the overall intentions, objectives and outcomes of the zone.

The advertising device does not negatively impact on the overall character and amenity of the

locality by compromising access to key vistas and view corridors or by blocking sunlight and

breeze flows for residents, visitors or patrons of adjoining and surrounding uses.

The advertising device is compatible with the existing or proposed streetscape and presents

a visually attractive appearance and provides for a functional purpose in public spaces.

The advertising device is compatible with the design of the building and with the type, nature

and scale of development in the locality.

The advertising device does not significantly obstruct existing advertising devices that are lawfully

installed.

Character and Areas of Heritage Significance

The advertising device will not detract from the significance of an identified heritage place and

the physical characteristics of the site and or the locality.

Personal Health and Safety

The advertising device is safely secured and does not pose a physical hazard or obstruction

to motorists, pedestrians, cyclists or residents.

Economic Benefits of Advertising Devices

The advertising device caters for the needs of local and national businesses by clearly displaying and

identifying goods and or services and information that are available to the community.


Performance criteria and acceptable outcomes (deemed to comply) for advertising devices

Advertising devices should be assessed against the Model Code WA and ‘deemed to comply’ with

the Code if the ‘Acceptable Outcomes’ listed are met.

Performance Criteria Acceptable Outcomes

(deemed to comply)

Location and Zoning

P1 Advertising devices to be located in

appropriately zoned areas and are of a scale

and nature that is compatible with both

existing and/or proposed development in

the zone.

A1 All advertising devices are located

within the City Centre, or within

Industrial, Commercial, Mixed Use or

Rural Zones, or zones with an

established lawful commercial use.

P2 Advertising devices do not detract from an

identified heritage place or the overall

character and amenity of the locality (such

as an open space, streetscape, town

entrance, landscape feature, and vista or

view corridor).

A2 The sign face area is an appropriate

size for its position and location.

A3 Freestanding signs are supported on

single or multiple pylons or on

architecturally designed structures.

Comment:

Advertising signs are an essential part of the fabric of our cities, towns and communities. They

provide critical information in identifying local businesses, promoting local goods and services, and

informing the public about local community events and national safety messages (e.g. driver fatigue,

drink driving etc.).

Appropriately located, well-constructed and maintained advertising signs are generally well regarded

and accepted by communities. Public attitudes towards outdoor advertising are generally positive.

A City of Sydney community survey in 20143 found that:

• advertising can play a major role in the look and feel of cities

• modern signage and 3D signs, art-based, digital signs and advertisements are in line with

community expectations

• guidelines around the design quality, location and context of signs are needed

• signage and advertisements should be high quality and suit their environment.

Signs which are inappropriately placed so as to intrude into residential and other sensitive areas, or

that disrupt significant views, are not well regarded by the community.

A successful Model Code WA will recognise that people are positive towards advertising signs in

commercial and industrial urban areas, and on main roads, but not in residential and other sensitive

areas.

The public expect advertising signs to be well constructed, maintained, and safely positioned. They

generally prefer sign structures which do not have unnecessary structural elements visible, such as

back bracing or guide wires.

3 Sweeney Research, City of Sydney Outdoor Communication Report - July 2014


Performance Outcomes Acceptable Outcomes

(deemed to comply)

Performance Criteria

P3 The height* of an advertising device

compliments and reflects the surrounding

character and amenity of the locality and

environs.

*The height of an advertising device is

measured from finished road level to the

upper most projection of the device.

A4 The height of the advertising

device is an appropriate size for

its position and location.

Comment:

A common misconception is that sign companies want sign structures to be as high as possible.

However, the intent of outdoor advertising signs is to ensure the delivery of an advertising message

in an effective and efficient manner.

A critical planning consideration for the location and future construction of any new advertising sign

is the optimum height needed to obtain effective visibility of the advertising face to its desired

audience, the majority of whom are in their vehicles and viewing from road level.

A sign structure that is positioned too high can make its message delivery just as ineffective as one

which is too low and therefore unreadable. Additionally, the greater the height the more the

construction cost so there is always a strong economic benefit to be gained by maintaining the sign

height at the minimum optimum viewing level. However, if a sign is too low, it may be obscured by

vegetation and is an easy target for vandals.



(deemed to comply)

Separation Distances

P4 Advertising devices are separated by

distance in all zones to ensure that the

impact on the character and amenity of the

locality and existing view and vista corridors

are not adversely impacted.

A5 In the Rural Zone, advertising devices

have a minimum separation distance of

300m.

A6 In all other zones, 100 metres separation

distance is required within the same

direction of travel.

A7

Where the topography of the

environment creates a natural visual

separation between two advertising

devices, so that only one is visible in a

sight line, the separation distances in A5

and A6 should not be applied.

Comment:

The OMA supports the orderly display of outdoor advertising signs. A reasonable spacing

requirement between signs can assist in some circumstances to achieve this goal. The purpose of an

advertising sign is to be noticed and to be read by the intended audience.

Where the intended audience is in moving vehicles, a lack of lateral spacing between advertising

signs means the messages are less effective than when there is adequate viewing opportunity to the

sign. Conversely, when the signs are well spaced, the audience has the ability to absorb each

advertising message and this increases its effectiveness.

When advertising signs are located too close together, the result can appear visually unappealing

and their effectiveness (and therefore economic benefit of the advertising message) can be

compromised.

A sensible lateral spacing policy in these circumstances is therefore not only a desired economic

outcome, but also contributes to a visually appealing streetscape. However, there are times where a

bend, dip, or curve in the road alignment may allow two signs to be laterally positioned yet not both

be visible in a sight line. Lateral spacing policy should take into account sight line when determining

minimum separation distance.



(deemed to comply)

Freestanding Advertising Device

P5 Freestanding advertising devices are of a

size and scale which is considered

appropriate for both the natural and built

environment and does not create a physical

hazard or obstruction to motorists,

pedestrians, cyclists or residents.

A8 The sign face area is an appropriate size for

its position and location.

Comment:

The outdoor advertising industry operates industry standard sizes across Australia. Industry

standard sizes are important as they enable advertisers to produce common size advertising

messages across the country. It also enables advertisers to rotate their advertising skins between

signs therefore maximising the use of their advertising substrate.

Locating billboards on properties adjacent to the highways should always be considerate to the

natural environment. Advertising signs and the natural environment can co-exist through sensible

locational measures. Signs carefully positioned provide the opportunity to deliver information for

local business without detriment or interruption to significant views.

Sensible lateral spacing between signs also protects visual amenity outcomes.



(deemed to comply)

Advertising Wall Sign

P6 Advertising wall signs are designed and

integrated into existing and proposed

development areas in order to cover

unsightly or unused wall spaces.*

*Advertising wall signs do not include

building wraps, which are temporary

structures.

A9

The sign face area is an appropriate size for

its position and location

A10 Advertising wall signs must not cover

architecturally prominent building design

features or other architectural elements that

add to the features of the building.

A11 Advertising wall signs must be contained

within the outer most projection of the wall

of the building (either existing or created)

and must be designed and positioned so as to

ensure that there is integration with the

existing design of the building and character

and amenity of the locality.

Comment:

Advertising wall signs should be well integrated into the local environment and should not negatively

impact upon the building or locality in which they are placed.


(deemed to comply)

Advertising Device Roof Sign

P7 The advertising device is compatible with

the design of the building and is consistent

with the type, nature and scale of

development in the locality.

A13 Advertising device roof signs must not cover

architecturally prominent building design

features or other architectural elements that

add to the façade of the building.

Comment:

Advertising roof signs should be well integrated into the local environment and should not

negatively impact upon the building or locality in which they are placed.



(deemed to comply)

Digital Advertising Devices

P8

Electronic Advertising Devices (Liquid Crystal

Display (LCD) and Light Emitting Diode (LED)

advertising devices) are encouraged in

appropriate zones.

A15 Digital Advertising Devices permitted in :

• the City Centre, Commercial, Mixed Use,

Industrial and Rural Zones; and/or

• areas where there is a high flow of

pedestrian or vehicular traffic and the

advertising device enhances the amenity

of the locality.

P9 LCD and LED images do not cause a hazard

to vehicular traffic.

A16 The static images on LCD and LED advertising

devices have a minimum dwell time of 6-8

seconds.

A17 LCD and LED advertising devices do not

display animated images.

A18 Instantaneous transition from one message

to the next (approximately 0.1 seconds)

Comment:

Digital advertising devices differ from conventional signs in that they have the capacity to display

changing digital messages. This digital effect can contribute to the vibrancy of cities and

streetscapes.

The OMA advocates for a 6-8 second dwell time in all speed zones. This timeframe is sufficiently

long so that the changes cannot be mistaken for animation and is based on international best

practice. There is a range of variance in dwell times across Australian jurisdictions at this time, as

follows:

Queensland – 10 seconds for roads under 80km/h and 25 seconds for roads 80km/h and above.

NSW – 10 seconds for roads under 80km/h and 25 seconds for roads 80km/h and above.

Victoria – ranges from full animation to 45 seconds across a range of speed zones.

Western Australia – 10 seconds for roads under 80km/h and 25 seconds for roads 80km/h and

above.

The OMA advocates for instantaneous transition from one message to the next avoiding transition

effects – generally approximately 0.1 seconds.

The OMA does not currently advocate for animation on digital signage facing the roadway.

However, provision should be made for digital signs to be able to show animation/moving images

during special events when road closures occur.

Research on public opinion finds that people like digital billboards and see digital advertising as part

of the makeup of a contemporary global city. Public attitude testing was undertaken by Sweeney

Research for the City of Sydney in July 2015, finding that 67% of people ‘expect any large city to

promote the use of new technology in advertising’.4

4 Sweeney Research, City of Sydney Outdoor Communication Report – July 2014



(deemed to comply)

Digital Advertising Devices (continued)

P10 Illumination of advertising devices does

not create a nuisance to surrounding or

adjoining uses.

A19 LCD and LED advertising devices use light

sensors to adjust illumination levels

according to the ambient light levels.

Comment

Advertising devices may be illuminated either externally or internally. Either method is appropriate provided

that the illumination does not cause glare to surrounding residences.

LCD and LED advertising devices can appear to be too bright if the light is not dimmed during twilight, night

time and inclement weather. This should be controlled with light sensors that adjust the illumination

according to the surrounding ambient light level.

Digital billboards can adjust brightness in response to changes in surrounding light levels so that the signs are

not unreasonably bright. Digital billboards are equipped with sensors to make sure the billboards are only as

bright as necessary to be legible.

If there is full sun on the face of a digital sign, it can be extremely difficult to read the sign’s content. In this

situation the maximum luminance output for the digital sign is needed to ensure that the advertising

message is clear to the eye, to avoid prolonged glancing and possible distraction.

The OMA has developed the following best practice guidance for luminance levels for different locations and

time of day in conjunction with an industry lighting expert.

OMA LUMINANCE LEVELS FOR DIGITAL SIGNS

Lighting Condition Zone 1 Zone 2 Zone 3

Full Sun on Face of Signage Maximum Output Maximum Output Maximum Output

Day Time Luminance 6000-7000 cd/m2 6000-7000 cd/m2 6000-7000 cd/m2

Day Time Luminance Morning

and Evening and Inclement

Weather

1000 cd/m2 700 cd/m2 600 cd/m2

Night Time 500 cd/m2 350 cd/m2 300 cd/m2

Zone 1 covers areas with generally very high off-street ambient lighting, e.g. display centres, central city

locations.

Zone 2 covers areas with generally high to medium off-street ambient lighting.

Zone 3 covers areas with generally low levels of off-street ambient lighting e.g. most rural areas, many

residential areas.

OMA members will work with members of the community to alleviate any concerns in relation to new digital

signage, particularly in relation to luminance levels.



(deemed to comply)

Vegetation Management

P11 Legal advertising devices are not obscured

by vegetation.

A20 Vegetation Management Plans are in place to

enable the pruning and maintenance of trees

and shrubs adjacent to advertising devices.

Comment

Vegetation Management Plans will allow the operators of the advertising device to keep the sign

face clear of encroaching vegetation, to avoid the sign message becoming obstructed. An obstructed

sign message can lead to drivers straining to read the message which may impact on road safety.


Attachment 1: Common Types of Advertising Device

Spectacular – 19m x 4.5m: Displays over 50m2 in size often located on highways and

generally illuminated.

Supersite 12.66m x 3.35m: Displays around 42m2 in size located on major arterial roads and

national highways and generally illuminated.


Super 8 - 8.3m x 2.2m

Poster 6m x 3m - Located mainly on building walls in commercial and industrial areas and

along roads and in railway corridors.

Portrait – 4.5m x 3m.

Portraits can be a range

of sizes depending on location.


Attachment 2 – Terminology for Digital Media Technology

Candela (cd) – a measurement of directional light/intensity from a point source.

Controller – computer or computer-type device used to program and operate digital

displays.

Dwell time – the length of time an advertisement is shown on screen before changing.

Expected lifetime – Anticipated length of use for an LED. The expected lifetime of an LED is

measured at the point when the sign has degraded to 50 percent of its original intensity.

LEDs have a typical expected life of 50 000 to 100 000 hours (as specified by the

manufacturer).

Intensity – Often called brightness. The LED industry measures display intensity in candelas

per square meter, which is also referred to as nits.

Light Detector, Light Sensor – An electrical component used to detect the amount or level

of ambient light surrounding a display. If dimming has been set to ‘AUTO’, the light detector

or sensor adjusts the intensity of the LEDs accordingly.

LED (Light Emitting Diode) – A solid-state component that uses a semiconductor (a silicon

chip or some other type of semiconductor) that emits visible light when electronic current

passes through it. LED illumination is monochromatic, occurring at a single wavelength, and

the output can range from red to blue-violet, green, amber and white. An LED consists of

two elements of processed material called P-type semiconductors and N-type

semiconductors. These two elements are placed in direct contact, forming a region called

the P-N junction. In this respect, the LED resembles most other diode types, but there are

important differences. The LED also has a transparent package, allowing visible energy (or in

some cases infrared energy) to pass through. The PN-junction of LEDs is larger than that of

other diodes, too, and its shape is tailored to the application.

Loop – The designated media content that runs before the content is repeated. A loop is

comprised of slots.

Luminance – The amount of visible light leaving a point on a surface in a given direction.

This ‘surface’ can be a physical surface or an imaginary plane, and the light leaving the

surface can be due to reflection, transmission and/or emission. The standard unit of

luminance is the candela per square meter (cd/m2). As used in video applications,

luminance is the degree of brightness (black and white portion of the video signal) at any

given point in the video image. A video signal is comprised of luminance, chrominance

(colour information) and synchronisation. If luminance is high, the picture is bright, and if

low, the picture is dark. Changing the chrominance does not affect the brightness of the

picture.


Pixel – The smallest single point of light on a display that can be turned on and off. For LED

displays, a pixel is the smallest block of light emitting devices that can generate all available

colours. For incandescent displays, a pixel is an individual lamp on the matrix.

Pixel Pitch – The centre-to-centre spacing of pixels in a matrix, expressed in inches or

millimetres. An equivalent inch and mm value should be shown in the same order, egg 1

inch and 25mm.

Readability Angle – The angle at which the LEDs on a sign can still be seen and/or read. The

readability angle, which is dependent on ambient light and site conditions, is much larger

than the viewing angle. For instance, a 30 degree readability angle LED sign can easily be

read at angles greater than 90 degrees at night. In an instance where the LEDs are dimmed

to less than 50 percent, for example, a viewer would still be able to see or read the LEDs,

hence the greater angle than in viewing angle. Readability angle is largely subjective and

difficult to measure. (See viewing angle)

Transition – A visual effect used on an LED display to change from one message to another.

Veiling Luminance – A measure of ‘disability glare’. Luminance superimposed over the eye's

retinal image produced by stray light within the eye.

Viewing Angle – The area will provide optimum viewing of a display. The angle is

determined by the horizontal and vertical points at which the measured light intensity is 50

percent of that measured directly in front of the display. Expressed another way, the

maximum viewing angle is defined by the vertical and horizontal points where the

information displayed can no longer be interpreted by the viewer. (This does not mean that

the LED cannot be seen outside the viewing angle. Viewing angle is an industry-accepted

term and used by the LED manufacturers themselves.) (See readability angle)

Viewing Distance – In general, the distance from a sign that text can be read. For digital

displays, the maximum viewing distance is gauged by the readability of the entire display. It

is generally accepted that for every 50cm of display height, there is a viewing distance of 20

metres (40:1 ratio). For example, a 2m display could reasonably be viewed at a distance of

80m. For traditional matrix displays, the maximum viewing distance is gauged by using the

smallest text character (using a 7-pixel-high font). The accepted standard is that displays

gain 6m of viewing per centimetre of character height. For example, using a 7-high font for a

4cm pixel (character height = 7 pixels x 4cm = 28cm), the viewing distance would be 168m.

The minimum viewing distance is defined as the closest distance at which the colours from

an individual pixel being to blend with the surrounding pixels.

local planning policy: signage and advertisements

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