Most outdoor advertising requires consent with only a few limited exceptions. The law regarding the placement of adverts is complex. However, the council can grant consent for a period of five years and deemed consent for certain categories. Most illuminated adverts need consent.
The council can challenge any advertisement put up with deemed consent, requiring it to be removed if it is considered to have a negative affect on the area or public safety.
When you submit an application for advertisement consent we prefer they are made via the Planning Portal. You can also find more advice in "Outdoor advertisements and signs: a guide for advertisers".