Display 1 no. illuminated freestanding digital poster display screen.

1. The proposed development in terms of its siting, scale, appearance and lumination will have a detrimental impact on a key route into and out of Stourbridge Town Centre, the adjacent Conservation Area, and Local View causing demonstrable harm to the character and visual amenity of the wider area. The digital screens will negatively impact the visual amenity of a Local View into Stourbridge, as identified in Policy DLPS3 of the Dudley Local Plan. The applicant has failed to demonstrate the economic, social and environmental gains of the proposed scheme, particularly in the absence of clear and convincing justification for the negative impact this will have on the visual amenity of the adjacent Local View, Conservation Area and wider Town Centre. As such it is considered contrary to Policies DLP54, DLP83, DLPS3 and DLPS5 of the Dudley Local Plan and contrary to the guidance provided in the Shopfront and Advertisement SPD.
2. The proposed LED advertisement screen, due to its siting, scale, and illumination would pose a significant distraction to road users. Its close proximity to, a busy classified A-road, exacerbates the potential for driver distraction, increasing the risk of unsafe highway conditions. The proposal would therefore result in an unacceptable impact on highway safety. As such, it is contrary to Policies DLP54 and DLP83 of the Dudley Local Plan. Refusal Statement Informative The Local Planning Authority is aware of the requirement of Policy DM 3 of the National Planning Policy Framework 2026 to work with the applicant in a positive, proactive and creative 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 visual amenity, highway safety and the wider area 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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