Sainsbury’s controversial plan to project a Christmas advertisement onto a wall opposite Bath Abbey has been approved, sparking backlash.
Residents and campaigners, including AdFree Cities, is now calling for stricter preservation - especially in a city which has UNESCO World Heritage Status.
Although the council delayed its decision, preventing the ad from running at York Street during Christmas, the approval on January 11 opens the door for similar projections in the future, including next Christmas.
Campaigners opposed the decision due to Bath's UNESCO World Heritage status, its celebrated Georgian architecture and cultural heritage.
The campaigners argue that allowing corporate advertisements on the city’s landmarks undermines its unique character and risks turning Bath’s historic landmarks into advertising billboards.
Green Councillor Saskia Heijltjes said: "Bath’s heritage is not for sale, allowing large corporations to use our public spaces for advertising erodes the identity that makes Bath special."
The decision fuels fears that more businesses will exploit Bath’s historic spaces for commercial campaigns. Communities in Bath are now calling for stricter rules to protect the city’s heritage and public spaces.
Dominic Tristan, Bath and North East Somerset Green Party Candidate, said: "While I support efforts to tackle food insecurity, projecting a corporate advert onto 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.”
Bath’s UNESCO status has occasionally been under scrutiny due to urban developments that some argue threaten the city's heritage. Concerns about overdevelopment, inappropriate architecture, and traffic congestion have been raised.