Businesses in Paramus may need to rethink some of their outdoor advertising after borough officials approved changes to sign regulations, limiting certain displays while laying out new rules for construction fence wraps and apartment rental marketing signs.

Under a revised ordinance approved last week, highway signs are prohibited from including banners, streamers, pennants, flags, balloons, wind-operated devices, lights or anything that flashes or emits "unsteady, glaring light."

Businesses in both highway and residential neighborhood business zones can continue using A-frame signs, but only under specific conditions. The signs cannot exceed 4 square feet, may only be displayed during business operating hours and must be positioned at least 10 feet from the public right of way.

The changes could affect businesses that rely on banners, flags, spinning signs or other moving displays to attract attention.

The ordinance also adds new sections governing construction site fence wraps and apartment rental advertising.

According to the new rules, fence wraps can cover up to 90% of the fencing "for privacy, security, debris and site beautification" during the construction stage of a project.

Meanwhile, apartment rental developments in those zones may install up to four wall-mounted marketing signs per building, with each sign measuring up to 96 square feet. The signs must be removed within six months of the issuance of a certificate of occupancy. The municipality will charge a $250 fee for the signage.

The ordinance also affects real estate agents planning to put up signs. The rules state that only one 96-square-foot wall sign is permitted "per elevation" on a building, with a four-sign limit per building for real estate and marketing. The signs must also be removed within six months of the issuance of a certificate of occupancy.