Signage plays an important role in how businesses, institutions, and organisations identify themselves and communicate with the public. However, when left unregulated, signage can contribute to visual clutter, compromise safety, and diminish the character of our municipality.

Walk through any major corridor in Kingston and St Andrew and you will see it immediately: signs competing for attention; placed at varying heights; installed in unexpected locations; sometimes obstructing sidewalks, obscuring buildings, residences, or even sight lines for motorists and pedestrians. Over time, this has become part of our visual landscape, highlighting the need for renewed focus on public education, regulation, and order.

The display of advertising signs is regulated by the Town and Country Planning (Control of Advertisement) Regulation, 1978 and the Kingston and St Andrew Building Act, 2018. Before an advertisement is displayed in the view of the public, approval must be sought and obtained from the Kingston and St Andrew Municipal Corporation (KSAMC). This is not a new requirement, and it is not discretionary. It exists to ensure that signage is installed in appropriate locations, does not interfere with traffic visibility, respects residential areas, and contributes to an orderly and visually balanced city.

That said, we recognise that, over time, gaps in awareness have emerged. Some operators were unaware that approval was required, particularly when operating within plazas or commercial complexes. Others believe that because signage is located on private property approval and payment are not required. In reality, once a sign is displayed for the public to see, whether on public or private property, it falls within the scope of regulation.

The KSAMC has, therefore, taken a deliberate awareness-first approach, recognising that effective compliance depends on clear information, direct engagement, and reasonable opportunities to act.

This is why the KSAMC has introduced a time-bound signage regularisation campaign, running from January to March 2026. The campaign offers a temporary concession on outstanding signage fees and provides entities with a fair and clearly defined opportunity to regularise before enforcement activities intensify. This could ultimately result in the removal of non-compliant signage, as was done in the past.

This concession is not an amnesty, nor does it guarantee approval of every sign; rather, it is a practical reset, allowing existing signage to be assessed, corrected where necessary, and brought into compliance with the law. Where signs are found to be in breach of regulations, approval will not be granted. It is also important to clarify who this campaign applies to. Signage regulations apply to all publicly visible signs, regardless of whether the entity is commercial, non-profit, or institutional. This includes store signs, awning signs, banners, billboards, signage mounted on buildings, and erected on property, not only those located along roadways. In keeping with an inclusive and equitable approach, the KSAMC has also written to permanent secretaries to ensure that ministries, departments, and agencies are aware of and comply with the same requirements.

A common misconception we continue to encounter relates to signage within plazas and shopping centres. While directory signs are typically the responsibility of property owners, individual businesses are still required by law to apply for approval before displaying their own signage and to pay the applicable fees for existing signs. Being located within a commercial complex does not exempt an entity from compliance. Payment is required for each sign that is displayed.

Why does this matter so much?

Poorly placed or excessive signage can obstruct visibility, distract drivers, and create unsafe conditions for pedestrians. Aggressive or unregulated advertising can overwhelm residential areas and erode the visual quality of neighbourhoods. Over time, this affects not only safety, but also how residents and visitors experience the city.

Our vision is for a more modern, orderly Kingston, one where commercial activity can thrive, but not at the expense of public safety and visual amenity, a city where entities that follow the rules are not disadvantaged by those who do not, and a city that balances economic expression with respect for shared space.

The current campaign reflects KSAMC’s broader approach: education and engagement first, enforcement where necessary. Our compliance teams have been on the ground, engaging entities directly, clarifying the process, and addressing lingering questions. We are also committed to ongoing dialogue, including quarterly engagements with outside advertising agencies, to ensure better coordination going forward.

It is important to note that the end of this campaign does not mark the end of compliance or regularisation. Regulation of signage is ongoing and signage fees are payable annually. What this campaign offers is a defined window, one that closes on March 31, 2026 for entities to act now, settle outstanding obligations, and avoid enforcement action later.

Cities do not become orderly by accident. They are shaped through shared responsibility, clear rules, and consistent application. KSAMC remains committed to sensitisation, fairness, and enforcement in equal measure as we work collectively towards a safer, more visually balanced Kingston and St Andrew.

I encourage all entities with publicly visible signage to take advantage of this opportunity to engage with our teams and do their part in shaping the city we all share.

Andrew Swaby is mayor of Kingston.

The display of advertising signs is regulated by the Town and Country Planning (Control of Advertisement) Regulation and the Kingston and St Andrew Building Act.

Andrew Swaby