Display of 13no non illuminated 48 sheet advertising hoardings.

1. The proposal, by reason of the number, scale, siting and cumulative visual impact of the 13 No. large scale 48 sheet advertising hoardings, would result in a visually dominant and intrusive form of advertising along the western boundary of the site, creating visual clutter to the detriment of visual amenity. Whilst there are existing trees and vegetation along the adjoining railway corridor, this planting is largely deciduous in nature and not secured or controlled as part of the proposal and therefore cannot be relied upon to provide effective year round screening. The proposal would consequently result in a visually discordant feature and as such, the proposal is contrary to Policy D12 of the Development Strategy (2017), emerging Policy DLP89 of the Dudley Local Plan, the Dudley Council Shopfront and Advertisement SPD (2017), and the National Planning Policy Framework (2024). INFORMATIVE The Local Planning Authority is aware of the requirement of paragraph 39 in the National Planning Policy Framework to work with the applicant in a positive and proactive manner, seeking solutions to problems arising in relation to dealing with the application. In this case, after careful balanced consideration the LPA/Officers considers that there are insurmountable technical issues relating to the impact on visual amenity that have not been satisfactorily resolved to demonstrate that the scheme would result in the creation of a sustainable form of development and thereby failing to improve the economic, social and environmental conditions of the area.

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