Guide to Community Planning in Wisconsin by Brian W. Ohm	Chapter 2:  Types of Plans & Overview of Implementation Tools
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A sign ordinance restricts the type, size, and location of signs within a community. It also often restricts the types of materials that can be used to construct signs. These ordinances can regulate signage to achieve a number of community values. Counties, towns, cities, and villages may all adopt sign ordinances and billboard regulations.(85)

(85) Wis. Stat. § 59.70(22) (counties); Wis. Stat. § 60.23(29) (towns); Wis. Stat. §62.23(7)(a) (general grant of zoning enabling authority to cities and villages). County ordinances do not apply within cities, villages and towns which have enacted ordinances regulating the same subject matter.

Wisconsin Statutes