The council argued the sign would lead to ‘advertisement clutter’
A similar sign is already in place on the other side of the road(Image: Google Maps)
Plans for a new illuminated advertisement board in Hull have been approved at appeal. Hull City Council rejected the plans in November due to the site’s proximity to another advertisement sign.
The application sought permission for an illuminated advertisement board on the side of a building on Witham, near North Bridge. Plans suggested placing the board on the eastern side of 24 Witham, meaning the board would be visible to westbound traffic. The property is a three-storey end-terrace close to the junction with New Cleaveland Street.
A cover letter, submitted to the council on behalf of the applicant Wildstone Estates Limited, explained that the proposal “is part of an industry-wide drive to rationalise, modernise, and upgrade advertising infrastructure to meet modern requirements.” Plans say the sign would be able to display six different adverts, each for 10 seconds at a time.
Hull City Council‘s objection to the plans stemmed from an existing illuminated advertisement board on the opposite side of the road. Submitted plans say the new sign would be “almost identical” to the adjacent sign which was approved by the council a decade ago.
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A council report suggested that together with the existing sign, the new sign would lead to “unacceptable advertisement clutter.” The council did not have concerns over public safety.
At appeal, the planning inspector overruled the council’s rejection. Whilst the inspector said: “I would accept that an over prevalence of digital advertisement displays could result in excessive advertisement clutter if not managed correctly,” they added that the staggered nature of the signs on the opposite sides of the road mitigates the impact.
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