Advertising and sponsorship guidelines

Liverpool City Council works with partners to display advertising on council-controlled assets, such as billboards and digital screens.

This policy ensures all advertising aligns with our goal to create a safer, healthier, and cleaner city.

Who can advertise?

We accept advertising from a wide range of companies, local businesses, and organisations, provided they follow the rules set out in our policy.

All ads must meet the standards set by the Advertising Standards Authority (ASA), meaning they must be:

  • Legal, decent, honest and truthful
  • Socially responsible
  • Respectful of fair competition

Content that is not allowed

We do not accept advertising from companies or for products that conflict with the health and wellbeing of our residents or our environmental goals.

We refuse advertising for:

  • Alcohol products and brands
  • Unhealthy food and drink - High fat, sugar or salt products (HFSS)
  • Political organisations or lobby groups
  • Financial products such as pay day loans and high-interest rate products
  • Gambling or betting services
  • Smoking/Vaping (e-cigarette promotion is only accepted if part of a local stop smoking campaign)
  • Sensitive topics such as political organisations or lobby groups.
  • Pornography and adult content
  • Harmful imagery or content that discriminates against protected characteristics, encourages anti-social behaviour, or is deemed inappropriate.

Sponsorship opportunities

Sponsorship is defined as a mutually beneficial business relationship, where the council receives funds or services in return for promoting a company's brand, often at public events or in public spaces.

Sponsorship proposals will be reviewed to ensure they:

  • benefit both the council and the sponsor
  • Align with council priorities and values
  • Are transparent and legal

Right to refuse

The council retains the right to refuse or remove any advertisement that does not follow this policy or is considered inappropriate for the local community. You can read our policy in full below.

The policy references Liverpool Public Health's guidance on products that are high in fat, salt and sugar (HFSS). Please email publichealth@liverpool.gov.uk for a copy of the HFSS guidance.