Advert's retention supported to improve outlook

An illuminated advertisement is justified by its contribution towards concealing an eyesore in west London, an inspector has decided.

The 13-storey tower alongside the M4 had stood derelict since 1996. A series of previous temporary advertisement consents had authorised a shroud containing illuminated advertisements covering the building. The council accepted that shrouding the building provided a visual benefit but disputed the need for the large illuminated advert to fund the shroud. It objected to the advert’s impact on residents’ amenity in a newly constructed block nearby.

The inspector agreed with a colleague’s findings in a previous advertisement consent appeal concerning the appeal site, which indicated that financial viability dictated that the shroud and advert formed an indivisible package. After assessing the display’s impact on amenity, he concluded that residents’ outlook would be worse if the tower was left unshrouded and decided that a further temporary consent for the display would be reasonable.

Inspector: Martin Seaton; Hearing

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