Appeal 6003823

The appeal is allowed and express consent is granted for the display of the installation of one digital poster display at [site address] , Hounslow, [postcode] in accordance with the terms of the application, [name]/2025/3095. The consent is for five years from the date of this decision and is subject to the five standard conditions set out in Schedule 2 of the 2007 Regulations and the additional conditions set out in the following schedule.

The site visit was undertaken by a representative of the Inspector whose recommendation is set out below and to which the Inspector has had regard before deciding the appeal.

The control of advertisements is exercisable only with respect to public safety and amenity. Regulation 3 of the Regulations states that powers in this regard shall be exercised taking into account the provisions of the development plan, so far as they are material, and any other relevant factors.

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

The National Planning Policy Framework (Framework) sets out that the quality and character of places can suffer when advertisements are poorly sited and designed, and that advertisements should be subject to control only in the interests of amenity and public safety, taking account of cumulative impacts.

The appeal site is a commercial petrol filling station (PFS) consisting of a convenience store and wide forecourt situated alongside a busy A-road. A mechanical garage and other non-residential development which form the immediate backdrop of the PFS present a small concentration of commercial character in otherwise largely residential surroundings. There are several existing advertisements and signs within the appeal site including a totem sign located at the entrance, projecting signs at the petrol pumps and freestanding signs in the forecourt. Even with the related infrastructure I observed on-site, there is an abundance of open space in the forecourt giving the appeal site an expansive feel.

The proposal is for a freestanding digital poster display enabling the automatic rotation of images. The scale and size of the display would be substantial and make it one of the largest signs within the appeal site, however, due to its siting it would not encroach on the openness of the site. The sign would stand between the appeal site and an access that runs behind the PFS defining the outline of this commercial island within the wider residential setting. Ample lighting and the use of large images and signage on nearby development create a discrete cluster of commercial character which provide an appropriate context for the scale of digital advertisement and internal illumination proposed.

Whilst the proposed advertisement would be the first digital, internally illuminated freestanding screen on site, it would be a standard digital advertisement commonly seen at a PFS and in principle it would not be out of character for the well-lit commercial site. Furthermore, there would be adequate distance between the proposed sign and other signage across the appeal site so as to avoid visual clutter.

Consequently, the proposed advertisement would not be unduly visually dominant or an incongruous feature within its context and result in no harm to amenity. I have taken into account Policies CC1, CC2 and CC5 of the London Borough of Hounslow Local Plan (2015-2030) which promote appropriate design and regard for local character, and so are material in this case. Given that the advertisement does not harm amenity, it does not conflict with these local policies.

Neither the Council nor any other party has raised any dispute to the advertisements with regard to public safety, subject to conditions. From the evidence before me and my observations on site, I see no reason to disagree.

Conditions relating to illumination levels and the nature of display including screen time, special effects, intervals and methods of transition are necessary in the interest of amenity and public safety. I have amended the wording of the various suggested conditions where appropriate, to ensure that they meet the relevant tests for conditions.

A condition relating to the consent time period is not necessary as this is already secured by and stated in the decision above. Furthermore, a condition referring to compliance with approved plans is not necessary as that condition relates to facilitating applications for amendments to a planning permission, so is not relevant when granting express consent for the display of an advertisement.

For the reasons given above and having had regard to all other matters raised, I recommend that the appeal should be allowed subject to conditions.

I have considered all the submitted evidence and my representative’s report and on that basis the appeal is allowed subject to the standard conditions set out in the Regulations and the following additional conditions.

No visual effects of any kind shall accompany the transition between any two successive messages. The replacement image must not incorporate any fading, swiping or other animated transitional method.

The interval between successive advertisements shall be no greater than 1 second and the complete display shall change without effect. The display shall include a mechanism to default to a blank or black screen in the event of malfunction, or if the advertisement is not in use.

The minimum display time for each advertisement shall be 10 seconds and there shall be no sequencing of messages relating to the same product at any time.

There shall be no moving images, animation, video or full motion images displayed and the advertisement shall not include any features which would result in interactive messages or advertisements being displayed.

In the hours of darkness, the advertisement display luminance shall be no greater than 300cd/m2 in accordance with the recommended maximum night time luminance value set out for Environmental Zone 4 in Table 10.4 within the Institution of [name] - [name] (PLG 05) 'Brightness of [name] including [name] (or its equivalent in a replacement guide) in cd/m2.

In daylight hours, the advertisement display luminance shall be controlled in order to reflect ambient light conditions (to ensure it is neither too bright or too dull), and shall at all times be no greater than the recommended maximum daytime luminance values set out in Table 10.5 within the Institution of [name] – [name] (PLG 05) 'Brightness of [name] including [name] (or its equivalent in a replacement guide) in cd/m2.

There shall be no special effects, including but not limited to noise, smell, smoke, animation, exposed cold cathode tubing, flashing, scrolling, three dimensional, intermittent or video elements, of any kind during the time that any message or image is displayed.

No image displayed shall resemble official road traffic signs, traffic lights or traffic matrix signs.