Agenda item

Report of Director of Community Protection

Angela Rawson, Regional Licensing Manager and Richard Antcliff, Head of City Centre Management and Regulation, presented the report which proposes a revised advertising policy for Hackney Carriages and Private Hire vehicles.

The current space available for advertising on Hackney Carriages (‘cabs’) is limited and discrete, but to attract a broader scope of advertisers, and therefore generate further income, it is proposed that a larger surface area of the cab, including additional areas of the interior, is made available for advertising. It is anticipated that this will attract high quality ‘wrap’ (a vinyl sheeting or magnetic panel applied to the vehicle) advertising, particularly as 300 drivers have come together to offer their combined advertising capacity.

Currently, other than the Councils Coat of Arms, the only logo authorised is the ‘my taxi’ logo which includes ‘your licensed taxi’ and is positioned on the rear doors.

Pictures illustrating the potential variety and scope of wrap advertising were circulated to the Committee and included examples of full vehicle wraps and lesser variations. If potential for full wrap advertising were approved, the Councils Coat of Arms would need to be removed from the vehicle and replaced once the advertisement is removed. An alternative option would be a ‘super side wrap’ covering the front wing, doors, and the rear of the vehicle, but not the top nor the bonnet.

Committee Members’ comments included:

(a)  if full wrap were approved, it would negate the safety aspects discussed during the previous item, as there would be nothing to identify the vehicle as a City Council licensed cab compared to a vehicle from any other another area which also allowed wrap around advertising;

(b)  full wrap advertising is neither attractive nor desirable;

(c)  the Councils Coat of Arms needs to be clearly visible and identifiable;

(d)  it would not necessarily be appropriate to put the Councils Coat of Arms on top of advertising, and may not be acceptable for advertisers;

(e)  wrap advertising is not the only option as digital advertising on roof lights is available and has to adhere to strict standards. However, whilst these roof lights are expensive at approximately £10,000 each, they can also be used to display public messages;

(f)  the use of roof lights raises safety and aesthetic impact concerns;

(g)  the Committee needs to be mindful of the huge investment asked of drivers in purchasing new vehicles and ensure that income capacity for drivers is maximised; advertising is a valuable opportunity;

(h)  if super side wraps are approved, the Council Coat of Arms on the bonnet needs to be very prominent to enable citizens to identify the vehicle as City Council licensed.

Overall Members of the Committee favoured the ‘super side wrap’ option for advertising as the maximum coverage of the cab, ensuring that the Council Coat of Arms was clearly identifiable on the bonnet.

RESOLVED to delegate authority to the Chair, in consultation with the Vice-Chair and Lead Opposition Member, to determine the final detail of the revised Hackney Carriage and Private Hire Advertising Policy (as attached at appendix 1 to the report).