Appeal 6005345

The appeal is allowed, and express consent is granted for the display of an internally illuminated double-sided sequential LCD digital advertisement at the [site address] outside 137 [site address] , London [postcode] in accordance with the terms of the application, Ref. 25/03433/ADV, dated 3 November 2025. 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 to the additional conditions set out in the Schedule below.

The main issue is the effect on the character and appearance of the Waterloo Conservation Area (‘the CA’) and on the setting of other heritage assets.

The appeal site is an existing [site address] on the southern side pavement of [site address] outside [address], No. 137. The Officer’s Report and Notice of Refusal refer to the heritage constraints on the proposal at this western end of the street, comprising the CA itself, the locally listed [address] and two Grade II Listed K2 and K6 telephone kiosks. There is also reference to [site address] forming part of the approach to the World Heritage Site (‘WHS’).

The proposal is limited to the replacement of the existing illuminated double sided static display on the shelter’s internal and external facades with updated technology to facilitate a display of LCD sequential images.

Whilst the heritage constraints are ostensibly significant, the [name] [site address] is one of thousands of the same design throughout the metropolis. [site address] is a busy thoroughfare, and the [site address] and its users are part and parcel of a busy London street scene. Appeal Decision: 6005345

Any noticeable difference between the advertisements already in place and as proposed would for the most part be evident to passengers waiting for the arrival of a bus. On that basis I cannot see why the sequential advertisement display would be perceived negatively, nor am I of the view that they would have any measurable effects on the heritage assets whether actual or perceived. Bus shelters with advertisements are commonplace in London, including in the conservation areas and close to other heritage assets. Nor is there is any interchangeability of views between the [site address] and the WHS.

This would also appear to be the view of the Council, as consent was granted under reference 24/03583/ADV as recently as 10 January 2025 for the same upgrade to advertisements at the [site address] diagonally opposite on the other side of [site address] . Furthermore, if the Council’s objections in this appeal had applied to that case the alleged harm would have been greater, given that shelter’s greater proximity to the locally and statutorily listed buildings and structures on the same side of the street.

For the reasons explained above, I find that there would be no harm caused to the character and appearance of the Waterloo Conservation Area, other heritage assets and the approach to the World Heritage Site. There would therefore be no conflict with Policies Q2, Q6, Q17, Q19, Q20, Q22, Q23 and PN1 of the Lambeth Local Plan. There would similarly be no conflict with Government policy in Section 16: ‘Conserving and Enhancing the [name] of the National Planning Policy Framework, December 2024.

The appeal is therefore allowed. In addition to the five standard conditions under the 2007 Advertisement Regulations, I shall apply the other conditions suggested by the appellant, which are the industry standard for safeguarding visual amenity and public well-being. These are listed below.

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

Unless otherwise permitted, the minimum display time for each advertisement shall be 10 seconds and the advertisement shall not include any features which would result in interactive messages/ advertisements being displayed;

The sequencing of messages relating to the same product shall be prohibited;

In the hours of darkness, the advertisement display luminance shall be no greater than the recommended maximum night time luminance value set out 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 Cdm2; Appeal Decision: 6005345

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 Cdm2;

The adjacent footway and carriageway on the [site address] section of the TLRN and SRN shall not be blocked during the installation and maintenance of the advertising panel. Temporary obstruction during the installation shall be kept to a minimum and shall not encroach on the clear space needed to provide safe passage for pedestrians or obstruct the flow of traffic.