….and everything in its place.
An inspector has decided that a digital advertisement to replace a paper and paste advertisement would be out of place in suburban Bristol (DCS Number 400-024-682).
The inspector noted that the 48-sheet poster had been in place on the flank wall of the house for over ten years. She considered that the poster was seen over the greatest distance along the street, albeit that it did not directly face residential windows. Residents and passers-by would be highly aware of the advertisement, she held, as it could be viewed whenever they left their houses and passed the bottom of the street.
The inspector opined that internal illumination and frequently changing images would alter the character and amenity of the residential street, not least because these features are more typically associated with industrial and commercial areas. She commented that illuminated and changing images are designed to catch attention, they convey considerably more information than a paper equivalent and will inevitably be more intrusive, having a negative effect on visual amenity in a residential context. Overall, she concluded that a digital poster was not consistent with the character of a residential area and the proposal would therefore be harmful to visual amenity.
Further appeal examples relating to illuminated advertisements in residential areas can be found at section 30.033 of DCP Online.