Sponsored signs proposed across the county
Twenty-three roundabouts across East Lothian could be fitted with new sponsored signs under a money-raising initiative now moving through the planning system. Applications lodged with East Lothian Council by Outdo Media Ltd cover sites from Musselburgh to locations east of Dunbar, setting out uniform sign dimensions and a standard layout that places council branding above a sponsor’s message.
Drawings submitted with the planning files indicate a panel approximately 91cm tall by 111cm wide. The format shows a defined sponsor area, topped by East Lothian Council identification. Each of the 23 applications will be assessed by the local authority’s planning department.
Policy framework and content restrictions
The applications follow a policy adopted by East Lothian Council last year to open up 24 roundabouts for sponsorship or advertising. At the same time, the council set clear boundaries on what may appear. Material linked to politics, party promotion, trade unions, religious organisations, or content that could be considered prejudiced is not permitted. The policy also excludes the promotion of alcohol, tobacco, sex and “contraceptives and associated products and services, except relating to health promotion.”
The council has indicated the initiative will be delivered through a contracted provider, with a share of revenue returned to the authority. According to a spokesperson:
“An update to the policy on sponsorship and advertising on roundabouts was agreed at Cabinet in September last year. It was agreed that this will be managed through a third-party provider with East Lothian Council receiving a percentage of the income obtained. The company carrying out this work is responsible for all costs associated with marketing, hardware, advertising consents and installations so any income generated comes at zero cost to East Lothian Council.”
How the scheme would work locally
Outdo Media Ltd has lodged the planning submissions in a single tranche, indicating a consistent approach to design and placement across the network. It is understood there is no separate planning application required for the content of each advert, beyond the overarching consents sought for the signs themselves. Final siting, technical specifications and compliance with the policy will be considered through the council’s planning process.
Similar models are already in operation in other parts of Scotland, including West Lothian Council and the City of Edinburgh Council, where roadside sponsorship has been used to generate revenue while standardising the appearance of installations. East Lothian’s approach follows that pattern, with a third-party bearing marketing, installation and maintenance costs in exchange for advertising rights.
What residents and businesses should know
- Locations: A spread of sites county-wide, from Musselburgh to areas east of Dunbar, are included in the applications.
- Design: Standardised panels with council branding and a sponsor area, with fixed dimensions shown in the plans.
- Content rules: Prohibitions on political, religious, prejudicial, alcohol, tobacco, sex-related and most contraceptive advertising.
- Cost to council: The provider covers all marketing, hardware, consents and installation costs; the council receives a share of income.
For local firms, the programme may open routes to place brand messages at prominent junctions, subject to the council’s content policy. For residents, the planning process provides an opportunity to view proposals and raise any site-specific considerations such as visibility, clutter and maintenance standards.
At-a-glance details
| Element | Detail |
|---|---|
| Applications submitted | 23 |
| Policy provision | Up to 24 roundabouts available |
| Sign size (approx.) | 91cm (height) × 111cm (width) |
| Management | Third-party provider (Outdo Media Ltd applications) |
| Council costs | Provider funds marketing, consents and installation |
| Banned content | Political, trade union, religious, prejudicial; alcohol, tobacco, sex; most contraceptives |
Next steps
Each application will be considered by the planning department in line with the adopted policy and standard planning criteria. Residents can consult the council’s planning portal to review drawings and statements for individual roundabouts, and businesses interested in sponsorship should refer to the provider’s process once consents are confirmed. The council’s model is designed to return a percentage of advertising income to the authority while maintaining a consistent look and adhering to strict content rules across East Lothian.
