Wiltshire Council faces backlash over advertisement choice in Westbury

Wiltshire Council has faced criticism over its policy on advertising Traffic Regulation Orders (TROs) after choosing to publish a notice about parking and waiting restrictions in Westbury in a paid-for newspaper, rather than a free local publication that distributes three times as many copies per issue.

The council advertised a TRO for restrictions on Arundell Close and Windsor Drive in Westbury in the Wiltshire Times on 28th February, despite the White Horse News – which is delivered free to local residents – covering the area.

Government guidelines state that TROs must be published in a ‘local newspaper’, but Wiltshire Council says it is following a policy of only using paid-for newspapers, despite having no legal obligation to do so.

White Horse News editor Ian Drew said, “This latest TRO highlights the absurdity of their policy – effectively making people pay to access information about parking and waiting restriction plans when it could be delivered to them for free.

“The council should be supporting local businesses, yet they have chosen to advertise with a newspaper group that is American-owned and sells just 2,518 copies each issue across the whole county, whereas White Horse News distributes more than three times that amount each edition in Westbury alone. Advertisements affecting Westbury should be placed where they will be seen by the most residents in that town. Our advertising rates for TROs are significantly lower than those of the Wiltshire Times, so using us for TROs in Westbury would also save taxpayers money.”

The council maintains that they are awaiting updated guidance from the government before making any changes to their approach. But this has also been criticised by local councillors, who argue that there is no need to wait for updated government guidance, as the current regulations already permit the use of free newspapers.

Cllrs Gordon King and Carole King said, “We do not think that the council needs to wait for the government because the current regulations are clear. Contained within the regulations are a number of requirements, including cost-effectiveness, which overrides any others, including those relied on by Wiltshire Council. The council is guilty of taking a far too literal view that is narrow and inappropriate. If they considered the view of the taxpayer in the way that they ought, they would easily conclude that placing a public notice in the Wiltshire Times does not equal value for money.”

Recent attempts to push for a review of the council’s policy have also been blocked. Cllrs Jon Hubbard and Edward Kirk both submitted motions to address the issue, but these were denied.

Ian Drew added, “This is something that could easily be looked into, but the council’s refusal to even consider it raises questions. Denying these motions feels like an attempt to block any meaningful review of their policy and its impact on the taxpayer and local residents’ access to information.”

Cllr Nick Holder, Cabinet Member for Highways, said, “We are committed to reviewing our approach to TRO advertising once updated government guidance is received. Unfortunately, we are still awaiting timelines for this review.”

Pictured: Arundell Close where parking and waiting restrictions have been proposed