Display of various illuminated and non-illuminated signs

1. The proposed 6.1 metre high illuminated totem sign and three advertisement flags displayed on 8 metre high flagpoles, by reason of their excessive size, scale, height, prominence and cumulative visual impact, would result in an over-proliferation of advertisements and visual clutter within the street scene. The advertisements would appear as unduly prominent and visually intrusive features that would fail to respect the character of the area and would be detrimental to the visual amenity of the site and surrounding locality. The proposal is therefore contrary to Paragraph 141 of the National Planning Policy Framework (2024), Policy DLP83 of the Dudley Local Plan and the design principles contained within the Dudley Shopfront and Advertisement Supplementary Planning Document (2017).
2. AADV0A - Adverts - Standard Notice A (Illuminated or Part Illuminated) 1. No advertisement is to be displayed without the permission of the owner of the site or any other person with an interest in the site entitled to grant permission. REASON: In accordance with the requirements of Schedule 2 of the Town and Country Planning (Control of Advertisements) (England) Regulations 2007 (as amended). 2. No advertisement shall be sited or displayed so as to: a) Endanger persons using any highway, railway, waterway, dock, harbour or aerodrome (civil or military); b) Obscure or hinder the ready interpretation of any traffic sign, railway signal or aid to navigation by water or air; or c) Hinder the operation of any device used for the purpose of security or surveillance or for measuring the speed of any vehicle. REASON: In accordance with the requirements of Schedule 2 of the Town and Country Planning (Control of Advertisements) (England) Regulations 2007 (as amended). 3. Any advertisement displayed and any site used for the display of advertisements, shall be maintained in a condition that does not impair the visual amenity of the site. REASON: In accordance with the requirements of Schedule 2 of the Town and Country Planning (Control of Advertisements) (England) Regulations 2007 (as amended).. 4. Any structure or hoarding erected or used principally for the purpose of displaying advertisements shall be maintained in a condition that does not endanger the public. REASON: In accordance with the requirements of Schedule 2 of the Town and Country Planning (Control of Advertisements) (England) Regulations 2007 (as amended). Where an advertisement is required to be removed under the Town and Country Planning (Control of Advertisements) (England) Regulations 2007, the site shall be left in a condition that does not endanger the public or impair visual amenity (as amended).. REASON: In accordance with the requirements of Schedule 2 of the Town and Country Planning (Control of Advertisements) (England) Regulations (as amended) This consent shall remain valid for a period of 5 years from the date hereof. REASON: To comply with the requirements of article 2 of Appendix A of the Town and Country Planning (Control of Advertisements) (England) Regulations 2007 (as amended) or any provision equivalent to that regulation in any statutory instrument revoking and re-enacting those regulations, or any provision equivalent to that regulation in any statutory instrument revoking and re-enacting those regulations. The maximum luminance of any portion of the sign face(s) hereby approved shall not exceed 300 candelas per square metre. REASON: To protect the visual and residential amenities of the area, together with highway safety in accordance with Dudley Local Plan and the Dudley Shopfront and Advertisement Supplementary Planning Document (2017). The sign(s) hereby approved shall not be illuminated by intermittent or flashing lighting. REASON: To protect the visual and residential amenities of the area, together with highway safety in accordance with Dudley Local Plan and the Dudley Shopfront and Advertisement Supplementary Planning Document (2017). The display hereby permitted shall be carried out in accordance with the following approved plans: 24925-P-001, 24925-P-002, 24925-P-003, 24925-P-004, 24925-P-005, 24925-P-006, 24925-P-007 REASON: For the avoidance of doubt and in the interests of proper planning.

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