Appeal 3273175

The appeal is dismissed.

The site visit was undertaken by an Appeal Planning Officer whose recommendation is set out below and to which the Inspector has had regard before deciding the appeal.

Following the Council’s determination of the application an updated National Planning Policy Framework (the Framework) has been published. The current version must be taken into account, however, the wording of the section relevant to advertisements has not altered.

The main issue is the effect of the proposed advertisement on the amenity of the area.

The appeal site is located within a suburban area on the outskirts of Basingstoke at the junction of [address] and [address]. Though there is one modest commercial unit within the vicinity, the area is predominantly residential. The proposal seeks to replace the existing two paper and paste advertisements with one 48-sheet size freestanding digital advertisement.

The proposed advertisement would replace the billboard that is currently in situ, set back from the road behind a small triangular green space and closest to [address]. Though angled to attract the attention of drivers and pedestrians approaching upwards on [address], it would also be visible from several houses at the start of [address]. Although the site visit was carried out during daylight it was clear that, with the exception of two streetlights and a modest amount of downlighters on the signage for the Londis store, there is little illumination from other sources. The introduction of a large, digital advertisement with the associated illumination at this proximity would significantly alter the residential character of the area and have a detrimental impact on the visual amenity of the nearby occupants.

It is noted that the levels and hours of luminance can be controlled, and the display could be switched off entirely overnight (after 00:00). However, even without direct light spill into nearby properties, the illuminated nature of the sign would be prominent outside of daylight hours and would be incongruous in this predominately residential setting. While there may be sustainability benefits to the proposed update, and the proposal would see a reduction from two advertisements to one, this would not outweigh or mitigate the harm to amenity.

For the reasons given above, the proposed advertisement would cause harm to the amenity of the area. Although not decisive, regard has been had to Policy EM10 of the Basingstoke and Deane Local Plan, adopted 2016 and the Framework. Policy EM10 requires that proposals respect the local environment and contribute to the street scene and public spaces whilst providing high levels of amenity. Furthermore, Paragraph 136 of the Framework states that the quality and character of places can suffer when advertisements are poorly sited and designed.

For the reasons given above and having regard to all other matters raised, I recommend that the appeal is dismissed.

I have considered all the submitted evidence and the Appeal Planning Officer’s report and on that basis the appeal is dismissed.