Installation of digital poster board advertisement

1. Adverse impact on character of area In the opinion of the Local Planning Authority, the proposed signage by reason of its design, size, location and illumination, is considered to be out of keeping with its surroundings as it would introduce a bulky and dominant advertisements within the street scene contrary to Local Plan Policies CS5 (test c) and DC1 (test b) and Emerging Plan Policy CR3(a).
2. Adverse impact on Amenity In the opinion of the local planning authority the illuminated advert with its changing content is likely to act as a distraction and therefore will be detrimental to the amenity and living conditions of the occupiers of the residential properties located at 301 and 303 Marton Road which conflicts with Local Plan Policy DC1 (test c).
3. Adverse impact on highway safety In the opinion of the Local Planning Authority the proposed signage would have a notable adverse impact on highway safety in the area, acting as a distraction to motorists and other road users at a place where a higher level of concentration is required in view of the road infrastructure and layout and the movements of vehicles and people within this area, being contrary to Local Plan Policy DC1(d) and Emerging Plan Policy CR8(f).

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