Installation of one externally illuminated LED advertisement

1. The advertisement consent hereby granted shall be implemented in accordance with the following plans: Location Plan, Block Plan, JF28624 - Sign Dimensions and Image (1), and JF28624 - Sign Dimensions and Image (2). Reason: For the avoidance of doubt and in the interests of proper planning.
2. This consent is for five years from the date of this decision and is subject to the five standard conditions set out in the Regulations. a) No advertisement to be displayed without the permission of the owner of the site (this includes land or buildings where the advertisement is displayed), or any other person with an interest in the site entitled to give permission. b) The siting or display of an advertisement is prohibited if it endangers anyone using any highway, railway, waterway, dock, harbour or aerodrome (civil or military), or would obscure or hinder the ready interpretation of any traffic sign, railway sign or aid to navigation by water or air. It also prohibits the siting or display of an advertisement that would hinder the operation of any device used for the purpose of security or surveillance (such as closed circuit television cameras), or for measuring the speed of any vehicles (speed cameras or other speeding measuring devices. ] c) The advertisement and any land or building used for the purpose of its display to be maintained in a reasonably clean and tidy condition so that it does not impact the visual amenity of the site. d) Any structure or hoarding used for the display of advertisements to be maintained in a safe condition that does not endanger the public. e) Following the removal of advertisement the site shall be left in a condition that does not endanger the public and in a reasonably clean and tidy condition so that it does not impact the site's visual amenity. Reason: To comply with the advertisement regulations.
3. The illumination of the consented digital sign shall not exceed 5,000 cd/m² during daylight hours, and a nighttime (curfew) luminance of 1,000 cd/m². The digital sign shall display static images only, with any change between images limited to no more frequently than once every 10 seconds and occurring instantaneously without any animation, scrolling, fading, or transitional effects. The display of video or moving images shall not be permitted where the sign is visible to drivers. Reason: In the interests of highway safety and amenity.
4. Prior to the display of the approved digital advertisement, all other advertisement signage affixed to that elevation, excluding that which identifies the building and business on site shall be removed, unless otherwise agreed in writing by the Local Planning Authority.​ Reason: In the interests of visual amenity.
5. The digital sign shall only be illuminated and operated between the hours of 07:00 and 22:00 daily and shall not be illuminated outside of these hours. Reason: In the interests of highway safety and amenity.
6. The digital sign shall be properly maintained at all times. Any malfunction, including excessive brightness, flickering, unintended illumination, or failure of the brightness control system, shall be rectified as soon as reasonably practicable. Reason: In the interests of highway safety and amenity.
7. Note to Applicant: In accordance with paragraph 39 of the National Planning Policy Framework (December 2024), Eastleigh Borough Council takes a positive approach to the handling of development proposals so as to achieve, whenever possible, a positive outcome and to ensure all proposals are dealt with in a timely manner.

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