Essex County Council has come up with a new idea to try to put a lid on council tax hikes - by offering up its land to would-be advertisers.

The county council, which is the biggest landowner in Essex, is setting course on this unusual route of allowing advertisers to use its land - and no building or land plot is being ruled out.

This includes schools and the prestigious County Hall building in Chelmsford.

This year saw a 16.7 per cent increase in the county council's portion of the council tax bill - raising its stake in a band D home council bill from £767.88 to £896.40.

By April, the county council hopes to have struck a deal with a private sector partner to run its new advertising empire.

The county council has already ruled out some types of advertising such as offensive or health harming billboards.

But even so, some councillors have voiced concerns about the forms advertising might take.

Julie Young (Lab, Wivenhoe St Andrews) said she wanted those behind the project to make sure Essex County Council's role as a public authority was always put before advertising revenue.

David Wheller, the county council's head of procurement and direct services, said the ethical and social impact of any advertising would always be a top priority.

Published Friday January 2, 2004

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