Appeal 6004869

The appeal is allowed and express consent is granted for the display of the Installation of temporary and reversible hand-painted fascia sign for the purpose of business promotion at [site address] , Greenwich [postcode] in accordance with the terms of the application, Ref 25/3179/A, dated 29 September 2025. The consent is for one year 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 following additional condition.

The advertisement permitted by this consent and any structure or hoarding erected or used principally for the purpose of displaying the advertisement shall be removed from the site no later than 1 year from the date of this

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 Council has drawn my attention to the policies it considers to be relevant to this appeal, and I have taken them into account as material considerations. However, powers under the Regulations to control advertisements may be exercised only in the interests of amenity and public safety, taking into account the provisions of the development plan, so far as they are material, and any other relevant factors. In my determination of this appeal, the policies by themselves have not been decisive.

The description of the proposal in the banner heading is taken from the decision notice and appeal form, which more accurately and precisely reflects the proposal than the description in the application form.

The boundary of the East Greenwich Conservation Area differs between the map (East Greenwich Conservation Map 2014) and the East Greenwich Conservation Area Appraisal (2013) provided by the Council. While the map shows the appeal site to be on the perimeter of the conservation area, the character appraisal shows the appeal site as lying outside of the boundary. For the avoidance of any doubt, and to take a precautionary approach, I have taken the boundary as that shown on the map and have therefore considered the effect of the proposal on the preservation and enhancement of the Conservation Area.

The Council has raised no objection in respect of public safety, and I observed northing which would lead me to dispute this conclusion. The main issue is therefore the effect of the proposed advertisement on the visual amenity of the area, in particular regard to the character and appearance of the East Greenwich Conservation Area.

The appeal site occupies the side elevation of an end of terrace brick property along [address], a busy mixed-use high street on the perimeter of the East Greenwich Conservation Area (CA). The street is characterised by ground floor commercial uses, with residential accommodation above, with its significance derived not only from its historical architecture but also as its function as a commercial corridor serving the surrounding residential streets.

The immediate townscape is not uniform, although predominantly brick, there are examples of rendering and painting in different colours. Notably, the properties neighbouring the appeal site are finished in blue and yellow paint. Furthermore, a large painted mural already exists on the side elevation of [address]. Numerous shopfronts and signage exist along [address], reflecting the commercial vitality of the street. Such advertisements and artwork therefore contribute to the high street’s significance at the perimeter of the CA of providing visual interest and commercial vitality, rather than a strict uniformity.

The proposed painted advertisement mural would be positioned on the side elevation of [site address] , fronting onto [address]. While visible from the highway and southern pavement along [address], the elevation is not readily perceived from the northern pavement until the [address] junction. As such, its visibility would be limited and would not detract from the building’s principal front elevation which remains a dominant and more frequently perceived position along [address]. The proposal would not interrupt key views identified within the East Greenwich Conservation Area Appraisal or be read as an unduly dominant addition to [address].

The side elevation of [site address] is largely blank, with a window at the first floor. This window does not add visual interest to this side elevation and therefore, although the proposed advertisement would be larger in size, the scale and plainness of the existing elevation would mean the proposal would not overwhelm or detract from any notable architectural detail on the host property. The size of the proposed advertisement would therefore be proportionate to the elevation, responding appropriately to the dimensions and not harming the appearance of the host property, instead contributing to its visual interest.

The commercial nature of the surrounding area has seen contemporary additions to the properties along [address] in the form of shop front and signage. In its form as a painted mural, the proposed advertisement would introduce a contemporary addition that is sensitive to its context. Its painted nature aligns with the painted and rendered finishes prevalent along [address], including the painted façade of [name] opposite and the existing mural. The proposal would therefore reinforce the commercial role and vitality of [address], reading as a contextual response rather than an incongruous addition.

Overall, the painted mural would preserve the character and appearance of the CA by reflecting the colourful and commercial nature of the high street and would therefore not have a harmful impact on the visual amenity of the area. I have not identified any conflict with Policies D3 and HC1 of the London Plan (2021) or Policies DH1, DH3 and DH(f) of the Local Plan (date) which, among other things, seek to ensure advertisements reflect local character and preserve the setting of conservation areas.

The five standard conditions set out Schedule 2 of the 2007 Regulations apply to all advertisements consented in England. It is not necessary for me to repeat these conditions on this decision. However, the appellant should ensure they are familiar with the five standard conditions.

For the interests of certainty, as the time period applied for by the appellant is one year, I have imposed a condition requiring its removal after one year has lapsed.

The Council has suggested an additional condition for further detail should the appeal be allowed. As it is the principle of the advertisement rather than the detail that is consented through the regulations, I have not deemed it necessary to apply this condition.

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

I have considered all the submitted evidence and my representative’s report and on that basis the appeal is allowed.