04:50PM, Monday 10 November 2025
The cash-strapped Royal Borough is ‘keen to maximise revenue’ from advertising and sponsorship opportunities, according to a report set to go before councillors next week.
Councillors on the corporate overview and scrutiny panel are set to discuss a new draft policy on how to manage advertisements and sponsorship contracts for the Royal Borough at a meeting at Maidenhead Town Hall on Wednesday.
This sets out the ground rules for advertising on council-owned assets across Windsor and Maidenhead, including roundabouts, car parks, bus stop shelters, flag poles, and litter bins.
A report on the policy said advertising can make the street scene more interesting, bring colour and ‘make areas safer at night through better illumination’.
Officers believe new advertisement and sponsorship contracts are key because of the borough’s ‘challenging financial situation’.
The report added: “The council is keen to maximise revenue from advertising and sponsorship.
“The policy aims to bring consistency in the decision-making for any advertising and sponsorship contracts the council enters into and ensure alignment with the council’s priorities of creating a borough of safer, greener and cleaner communities, with opportunity for all.”
The council ‘welcomes opportunities’ to work with advertisers and sponsors – as long as they align with its values and adverts don’t fall into a number of prohibited categories.
The local authority will continue to reject ‘inappropriate advertising’.
Prohibited categories include tobacco and cigarettes, gambling, foods or drinks that are high in sugar, payday loans and adult-oriented products.
The council will not enter into agreements with organisations that could damage the authority’s reputation or have a political purpose (including trade unions and pressure groups).
It will reserve the right to reject adverts which might be deemed inappropriate for children, promote goods that go against its climate change strategy, or conflict with the promotion of healthy and active lifestyles.
Sponsorship opportunities will also be advertised for council-owned products and services, but ‘this is not a way for any company or organisation to be viewed favourably by the council in any other business arrangements’.
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