Wigan Council is committed to developing appropriate advertising opportunities that support our corporate objectives and core activities, either directly or indirectly. We take a proactive approach to advertising, recognising that income generation is important while maintaining a careful balance between commercial opportunities and ethical standards.
This policy has been developed in line with our Progress with Unity strategy and ensures that all advertising on council land or assets meets our expectations, aligns with our strategic goals, and does not conflict with our core values. By encouraging responsible commercial relationships, we aim to protect the integrity of our services while creating opportunities that benefit the community.
If you are interested in advertising in the borough you can find out more about our different advertising opportunities by visiting Advertising on the highway.
Policy contents
Purpose
The purpose of the policy is to give guidance on the principles and procedures relating to any advertising carried out by, or on behalf of, Wigan Council (the “Council”) or by a third party on Council-owned land.
As the Council manages contracts covering outdoor advertising, this policy makes clear the type and nature of advertising we will consider and accept on our managed assets.
Policy Summary
The Council is committed to developing appropriate advertising opportunities, to support the Council’s corporate objectives and core activities, either directly or indirectly. It will encourage commercial relationships which do not conflict with the delivery of its strategic goals.
The policy aims to provide helpful advice to Council employees and prospective advertisers on what is, and is not, an acceptable form of advertising for the Council.
The policy relates to advertising opportunities connected to the Council’s assets, services, events and other activities that it has responsibility for.
The policy ensures that we adopt a consistent and professional approach towards advertising, that best value is obtained and provided in advertising arrangements, including any arrangements made where we receive either money or a benefit in kind.
The policy also protects councillors and individual officers from allegations of inappropriate dealing or relationships with advertisers or sponsors.
Scope
The policy covers advertising on all of the Council’s assets including, but not limited to, street furniture, approved billboard sites, printed and online publications and the Council’s fleet. No other advertising agreements can be made outside of this policy without the Communications Team’s agreement.
Timescales
The policy will be permanent but will be reviewed on an annual basis by the Communications Team.
Policy
The purpose of this policy is to give guidance on the principles and procedures relating to any advertising carried out by or on behalf of Wigan Council.
The application of the principles of Wigan Council’s advertising policy are context dependent and will at times require subjective judgements. These will be communicated to advertisers as reasonably required.
Advertising
For the purposes of this policy, advertising is defined as the following: “the placing of an announcement in the Council’s publications, website, externally hosted websites, intranet and/or other physical sites (including but not limited to billboards, hoardings, printed materials and vehicles) for the purposes of calling public attention to a product or service or to raise awareness”.
This policy clarifies the standards for approval of advertisements.
The policy is not an exhaustive list and takes as a starting point that all advertising must fall within the rules and guidelines laid out by the Advertising Standards Authority (ASA). All advertising must:
Advertising requests must not conflict with:
- Consumer Protection from Unfair Trading Regulations (2008)
- Equality Act (2010)
- The Council’s policies, core values or the stated aims and priorities as set out in the Progress with Unity strategy.
In line with the codes referred to above, advertisements should be:
- Legal, decent, honest and truthful
- Created with a sense of responsibility to consumers and society
- In line with the principles of fair competition generally accepted in business and that the codes are applied in the spirit as well as the letter.
An advertisement will not be accepted if, in the Council’s sole opinion, it is inappropriate or objectionable, or seeks to promote any of the following:
- Weapons, violence, or anti-social behaviour of any description
- Gambling products, services or organisations
- Loans or speculative financial products
- Pornography or sexually explicit services and products
- Cosmetic surgery
- Tobacco and related products, including e-cigarettes/vaping
- Alcohol
- Could reasonably be seen as likely to cause pressure to conform to an unhealthy body shape, or is likely to create body confidence issues
- Unproven health and weight loss products e.g. weight loss pills
- Appears to influence support for a political party/candidate
- Appears to conflict with the Council’s wider promotion of healthy and active lifestyles or public health messaging
- Content that promotes, incites, or condones hate, violence, or prejudice against any individual or group on the basis of protected characteristics. These include age, sex, disability, gender and gender reassignment, marriage and civil partnership, pregnancy and maternity, race, religion or belief, and sexual orientation, as defined under the Equality Act 2010. In addition, Wigan Council recognises care experienced individuals, armed forces personnel, carers, and socio-economically disadvantaged groups as having additional protected characteristics. All advertising content must respect and uphold these standards to ensure inclusivity, fairness and dignity for all
- Messages or imagery that may reasonably be interpreted as discriminatory, exclusionary, or harmful towards marginalised communities, including but not limited to LGBTQ plus individuals
- Is the subject of a complaint to the Advertising Standards Authority and upheld by such authority as a legitimate complaint
- Poses a health and safety risk, for example, as a result of flickering or other visual imagery in the case of digital media
- Organisations or companies whose products, services or business models may directly compete with, or negatively impact, the Council’s commercial interests or its strategic revenue-generating initiatives including but not limited to fostering agencies, adoption agencies, private gyms
- Organisations threatening legal action against the council, on a no-win no-fee basis, for example claims about highways.
The above list is not exhaustive, and the Council retains the right to refuse advertising on the grounds that, in the Council’s sole opinion, it is inappropriate, or it conflicts with services already provided by the organisation. The Council reserves the right to remove advertising without reference to the advertiser.
Wigan Council values advertising and will work to maximise this income stream.
The Council is actively working to integrate Equality, Diversity and Inclusion (EDI) into its advertising and in its relationships with advertisers and sponsors. The Council aims to work with agencies and organisations who align with its EDI goals and commitments.
The appearance of an advertisement on any Council publication is not an endorsement by Wigan Council of that company, product or service. In order to make clear, all publications with advertising should carry the ‘Disclaimer Notice’ (Appendix 1).
Procedures for advertising approval
All contracts for corporate advertising will be managed centrally through the Communications Team in consultation with Legal Services where necessary, to ensure the best terms are negotiated, that standing orders are not breached and to ensure continuity.
The Communications Team will need to approve all advertising prior to publication or display in any part of the Council or the borough.
For advertising placements sold via digital exchanges, the Communications Team will need to approve permitted advertising categories.
In all circumstances, the Service Lead for the Communications Team retains the right to disapprove any advertisement or editorial related to advertisements in line with section 3 of this policy.
Disclaimer
Acceptance of advertising or sponsorship does not imply endorsement of any organisations, individuals, brands, products and/or services by Wigan Council. In order to make this clear all publications, or other media, with advertising or sponsorship should carry the following disclaimer:
Whilst every effort has been made to ensure the accuracy of the content, and appropriateness of the advertisements contained in this publication, the inclusion of any advertisement does not imply endorsement by Wigan Council of any product, service or organisation. Wigan Council cannot accept responsibility for loss or damage caused as a result of reliance of such advertisements or any liability for any information, errors or omissions contained in any advertisements.
Ownership and monitoring of policy
This policy has been developed by the Communications Team in communication with the Public Health Team and Events Team and will be monitored, updated and maintained by the Communications Team annually.
For further information please contact the Communications Team.
Policy last updated: 11th September 2025 (Version 1)
Appendix 1
Disclaimer notice for advertisement
Whilst every effort has been made to ensure the accuracy of the content, and appropriateness of the advertisements contained in this publication, the inclusion of any advertisement does not imply endorsement by Wigan Council of any product, service or organisation. Wigan Council cannot accept responsibility for loss or damage caused as a result of reliance of such advertisements or any liability for any information, errors or omissions contained in any advertisements.