Sainsbury’s controversial plan to project a Christmas advertisement onto a wall opposite Bath Abbey (York Street) has been approved, sparking a backlash from residents and campaigners, including Adfree Cities. Although the council delayed its decision—preventing the ad from running during Christmas—the approval on 11th January paves the way for similar projections in the future, including next Christmas.
Campaigners opposed the decision due to Bath’s UNESCO World Heritage status, its renowned Georgian architecture, and its cultural heritage. They argue that allowing corporate advertisements on the city’s landmarks undermines its unique character and risks turning Bath’s historic spaces into advertising billboards.
Adfree Cities is a UK-based network of local groups campaigning to reduce outdoor advertising and reclaim public spaces for community benefit. They advocate for policies that limit commercial intrusion in cities, promote sustainable messaging, and protect local heritage. Adfree Cities has consistently opposed the use of historic landmarks and public spaces for corporate advertising. Here is their opposition to Sainsbury’s planning application.
“Bath’s heritage is not for sale,” said BaNES Green Councillor Saskia Heijltjes. “Allowing large corporations to use our public spaces for advertising erodes the identity that makes Bath special.”
The decision has raised fears that more businesses will seek to exploit Bath’s historic spaces for commercial campaigns. Residents and campaigners are now calling for stricter rules to protect the city’s heritage and public spaces.
Dom Tristram, the recent Green Party MP candidate for Bath, added:
“While I support efforts to tackle food insecurity, projecting a corporate advert near 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.”
The Green Party has long advocated for policies that prioritise the preservation of public spaces and the protection of local communities from over-commercialisation. This includes calls for stricter planning regulations around the use of public spaces by large corporations.
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 would set for future advertising, and the potential harm to the city’s tourism and cultural heritage.