Appeal 6005807

The appeal is allowed and express consent is granted for 1 no. non-illuminated, static advertising sign measuring 8ft x 4ft at [site address] , [site address] ) [postcode] , Easting (x) 377804 Northing (y) 396100 in accordance with the terms of the application, ref 117561/ADV/25. The consent is for a period of 5 years from the date of this decision and is subject to the five standard conditions set out in Schedule 2 of the Regulations.

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. The Regulations state 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. Therefore, whilst the policy of the development plan referred to by the Council in its decision is not on its own determinative, I have taken it into account as a material consideration.

The Council does not object to the siting of the advertisement on public safety grounds. From the evidence before me and my observations on site, I see no reason to disagree.

Therefore, the main issue is the effect of the proposal on amenity.

The appeal site relates to a grassed verge which sits between ‘Park Way’, and the slip road connecting to [address]. Towards the front of the verge, there is currently a tourist sign providing information about the [name] and [name] and a grey electrical cabinet. Thereon, the verge is an open grassed area with substantial mature trees beyond. Shortly before the slip road, there is a notable presence of commercial advertisements with an archway advertisement over an entrance to the [name] and a large digital advertisement screen. There is also overhead road signage in the vicinity.

The proposed advertisement would be set significantly back from the existing sign and cabinet on the verge. The intervening space would ensure it would not appear visually cluttered. Moreover, the hoarding’s modest dimensions and low height would be comparable to the existing tourist sign. Together with its non-illuminated, static composition it would not be unduly prominent, nor out of context given the large commercial advertisements nearby, and would acceptably assimilate with the roadside against the backdrop of mature trees. For these reasons it would also generally adhere with the Trafford Metropolitan Borough Planning Guidelines - Advertisements (1995).

The proposed advertisement would have an acceptable effect on amenity. Insofar as it is material, the advertisement would be consistent with the character and identity of the locality in terms of design, siting, size, scale and materials used in line with Policy JP-P1 of the Places for Everyone Joint Development Plan (2024).

The Council has not suggested the imposition of any additional conditions over and above the five standard conditions and I see no reason to reach a different opinion.

For the reasons given above, 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.