After many months of talk, the latest (proposed) version of Gloucester’s sign ordinance will go to public hearing before county supervisors this month.

The planning commission has wrestled with the regulations for a seemingly endless period, in an effort to prevent an excess of temporary roadside signs and other notices that present, in some people’s opinions, aesthetic clutter.

The proposal is an attempt to make the rules more fair as well. But there is a big unfairness in the room that no one can do a thing about: the state pay-for-a-sign program, which places business names prominently along the roadside on signs with a standard and easily seen format—if the owner wants to pay for it.

Only certain types of businesses that cater to or are thought to appeal to the traveling public can take part. Is that right?

(As a parenthetical note: The Virginia Department of Transportation may be hurting for money, but it never seems to lack the funds to place more sign...