The plastic banner was orientated towards two main roads. The inspector considered it a visually intrusive form of advertising against an open backdrop of a field and grazing livestock. Other advertising in the area was limited to a filling station in the urban area, he observed. The fact that the display related to ice cream produced by cows in the field did not make it acceptable, he held.
A relatively high number of accidents at a nearby roundabout supported the council's claim that motorists had to take particular care when negotiating the intersection, he added. The lettering and picture on the sign were not easy to read and this reinforced his concern that the banner would create an unacceptable distraction for drivers. He rejected the appellant's claim that it was needed to support farm diversification.
DCS Number 100-069-154
Inspector Mark Dakeyne; Written representations.