The recent approval of a Christmas advertisement projection near Bath Abbey has sparked debate over the commercialisation of the city’s historic spaces. Campaigners and heritage groups have raised concerns that such decisions could impact Bath’s UNESCO World Heritage status.
The projection, originally approved for York Street adjacent to the Abbey, was scheduled to run after the Bath Christmas Market. While the advert did not appear during the event, its approval has led to broader discussions about the future of advertising in Bath’s public spaces. Advocacy groups such as Adfree Cities have voiced concerns that heritage sites should not be used for corporate promotions, stating:
“We hear from residents around the country that they want their public spaces to be for local people and communities, not multinational corporations promoting products that are harmful to people and the planet. The creep of advertising into historic public spaces, such as in Bath, brings light and visual pollution and fundamentally changes the feel of an area. Councils must listen to residents’ concerns.”
Sainsbury’s has defended the advert, describing it as part of a festive campaign and pledging to consider local feedback for future initiatives. However, critics argue that without clear regulations, historic spaces may become more susceptible to commercial use.
Green Party representatives have urged the council to take stronger measures to safeguard Bath’s cultural identity. They emphasise the importance of keeping historic areas free from corporate influence, ensuring the city’s unique character is preserved. Green Councillor for Lambridge Ward, Councillor Saskia Heijltjes, commented:
“Since we are already surrounded by advertising in so many areas of our lives, visiting the heart of our historic city should be an escape from that. Bath’s heritage should be preserved for people to enjoy, not treated as a billboard for corporate gain.”
Ian Halsall, Chair of the B&NES Planning Committee, confirmed that any future advertising proposals would require a new application and public consultation, allowing residents to share their views.
The Green Party is calling for strengthened protections to prevent the commercial exploitation of Bath’s historic landmarks. Green Party candidate for Bath and North East Somerset, Dominic Tristram, added:
“While I support efforts to tackle food insecurity, projecting a corporate advert so near to a historic building like Bath Abbey is a step too far. Bath’s charm lies in its heritage, not in flashing advertisements. This sets a worrying precedent that risks damaging Bath’s UNESCO World Heritage status. The council must prioritise the city’s unique character over corporate interests.”
Notes to Editors:
Planning application Reference: 24/04311/AR
https://www.bathnes.gov.uk/webforms/planning/details.html?refval=24%2F04311%2FAR#details_Section
Background on Bath’s UNESCO World Heritage Status:
Bath was designated a UNESCO World Heritage Site in 1987 due to its outstanding Georgian architecture and natural hot springs, making it one of the UK’s most historically significant cities. Protection of its heritage is a priority for both local residents and national heritage bodies.
Green Party’s Position on Commercialisation:
The Green Party has long advocated for policies that preserve public spaces and limit corporate influence. This includes calls for stricter planning regulations to protect historic sites from commercial advertising.
About Adfree Cities:
Adfree Cities is a UK-based network of local groups campaigning to reduce outdoor advertising and reclaim public spaces for community benefit. The organisation promotes policies that limit commercial intrusion in cities and protect local heritage. Adfree Cities opposed the Sainsbury’s planning application, as noted in their statement: Adfree Cities Opposition.
Public Opposition:
Formal objections were submitted to Bath and North East Somerset Council during the planning process. Concerns included the impact on Bath’s character, the precedent it could set for future advertising, and potential effects on the city’s tourism and cultural heritage.