AMHERST — A proliferation of advertising signs wedged into the ground along roads and promotional posters extensively covering windows of some businesses is prompting enforcement officials to begin a new enforcement initiative.

As the Planning Department and Planning Board begin studying both the general bylaw and zoning bylaw governing signs, doing what is expected to be a comprehensive review that will lead to more consistent regulations, Building Commissioner Rob Morra said he intends to move forward with enforcing existing rules that likely will remain in place.

“There are areas of the bylaw that haven’t been actively enforced,” Morra said.

One is the temporary signs that are planted in ground, often along busy roads, whether it be to publicize the opening of a new store or restaurant, a sale at an existing business or even a community event such as the Independence Day fireworks display or the League of Women Voters book sale.

The general bylaw, adopted in 1939, states: “Special advertising displays, banners or signs, visible from any highway, public park or reservation, by churches, civic or charitable organizations or for community drives or celebrations may be displayed only on permit from the selectmen, such permits to be good for 10 days and to be renewable for not over 10 days more at the discretion of the selectmen.”

Morrs said his inspectors, as well as Department of Public Works employees, periodically will pick up these signs that have not been permitted, but there has not yet been a systematic way of dealing with them.

Unlike the sandwich board signs, which are permitted for downtown sidewalks using a specific protocol, the temporary signs are similar in appearance to political lawn signs.

The other area of enforcement will focus on businesses that cover more than 10 percent of their windows and walls with signs.

“We have some situations that are extensively violating the 10 percent,” Morra said.

While businesses get permits to install signs, they often supplement these with informational signs about sales or products.

The zoning bylaw specifies what is allowed: “Signs affixed to, suspended from, or incorporated as part of a building, provided that the total area of the sign on a wall shall not exceed 10 percent of the area of that wall.”

Town Manager Paul Bockelman said the intent is to ratchet back the most egregious examples of violations.

“We’re not trying to be draconian, we’re just trying to get started on this,” Bockelman said.

Morra said will begin with outreach to the business community, with a meeting likely in the with the Amherst Area Chamber of Commerce and the Amherst Business Improvement District. Then, Morra said he will work with the Select Board to craft a letter to businesses that will explain the plan.

Chamber Executive Director Tim O’Brien said this is a sensible approach that will ensure merchants are notified and can bring some uniformity to how they approach their businesses.

“Naturally the business community wants to be able to communicate with its customers what they are, what they offer and when (they offer it),” O’Brien said.

Meanwhile, the work town planners will do on aspects of signs, from dimensions standards and permitting, will come without assistance from a consultant, as Town Meeting more than a year ago turned down the $20,000 that would have provided the assistance in drafting revisions to the sign bylaw.

Scott Merzbach can be reached at smerzbach@gazettenet.com.