The sign, some 4m long and 2m high, was displayed on a large and imposing building along a busy commercial and retail street. In the inspector's opinion, it did not appear as an intrusive feature because it highlighted a transition between a residential enclave nearby and the thoroughfare.
He found that it could be distinguished from commercial billboards and posters because it displayed the company's support for the World Cup bid, a cause with considerable interest and economic benefits for Londoners. Given these considerations and the fact that it would be removed by next year, he decided that consent was justified.
Inspector: Bern Hellier; Written representations