Hackney Carriage and Private Hire Licensing Policy

This Advertising Policy for Private Hire Vehicles applies to all licensed:

• Hackney Carriage vehicles
• Private Hire vehicles, including those operating under executive dispensation (who may have additional restrictions under separate policy provisions).

The Council has a statutory duty to ensure that all licensed Hackney Carriage and Private Hire Vehicles are safe, suitable, and easily identifiable to the public. This Advertising Policy for Vehicles has therefore been developed to meet those legal obligations while also recognising the value of enabling responsible commercial advertising on licensed vehicles.

The primary aim is to maintain public safety and clarity. Advertising and signage must never create confusion between vehicle types or undermine public confidence. At the same time, the Council seeks to avoid imposing restrictions or administrative processes that are disproportionate or offer no clear safety benefit.

By taking a balanced, evidence‑led approach, this policy supports:

• Safeguarding, by preventing confusion between Hackney Carriage and Private Hire Vehicles.
• Public confidence, through consistent standards for information displayed on licensed vehicles.
• Accountability, by ensuring that only accurate, appropriate, and authorised information appears.
• Accessibility, recognising that clear vehicle identification is essential for many passengers, including those with additional needs.
• Responsible commercial activity, allowing advertising that is moderate, proportionate, and does not compromise safety or clarity.

In delivering these aims, the policy also:

• Supports local businesses and vehicle operators by enabling appropriate revenue‑generating advertising opportunities.
• Aligns Buckinghamshire with modern practice across other licensing authorities where wider advertising is permitted subject to safeguards.
• Reduces unnecessary administrative burden on both the trade and the Licensing Service, allowing officer time to be focused on higher‑risk safeguarding and enforcement matters.

Ensures consistency with current commercial standards and public expectations

Advertising is permitted on licensed vehicles subject to the following overarching conditions:

• Content must be legal, decent, honest, and truthful, meeting UK’s Advertising Standards Authority (ASA) standards.
• Advertising materials must be safe, including use of non-inflammable materials.
• Advertising must not obscure or detract from required licence plates, door signage, or other statutory markings.

Advertising signage will be permitted:

• On rear passenger doors, rear quarter panels, bonnet and rear of the vehicle, unless otherwise restricted (see “Prohibited Advertising”).

Maximum size restrictions will be moderated as follows:

• Standard advertisements may measure up to A2 size (594mm x 420mm)

Advertisements must be in landscape or portrait.

Commercial advertising, including third-party companies, brands or campaigns, is permitted provided that:

• It does not relate to alcohol, gambling, adult content, political messaging, or any product/issue incompatible with safeguarding principles.
• It complies with ASA requirements.
• It does not imply endorsement by the Council.

Operators may display their own company name and telephone number.

The following are prohibited:

• No advertising signage may be displayed on the same door panel as the mandatory Buckinghamshire Council issued door stickers.
• Use of the words “Taxi”, “Cab”, or similar terms on Private Hire Vehicles, to avoid misleading the public.
• Any advertising that conflicts with safeguarding obligations, including content that may be harmful, discriminatory, or confusing.
• Roof‑mounted advertisements or signs.
• Advertising signage that in impairs, obscures, or otherwise diminishes the clear identification of the vehicle as a licensed vehicle is prohibited.

To reduce administrative burden and reflect a more modern, proportionate regulatory approach:

• Prior approval will not be required for each individual advertisement, provided the advertisement complies fully with this Advertising Policy for Vehicles.
• Operators must maintain a record of all advertisements applied, including dates, copies of artwork, and vehicle details, available for inspection on request.
• The Council may issue post‑application notices requiring removal or modification if an advertisement breaches the policy.

Non‑compliant advertising will be considered a breach of vehicle licence conditions.

The Council may require immediate removal where necessary to protect the public.

Repeated non‑compliance may result in suspension or revocation of the vehicle licence.