The appellants proposed a tower of 24m in height bearing two panels measuring 9m by 6m in a commercial area. The inspector noted that a number of substantial advertising towers had been erected nearby and considered that an additional one with a display of the scale proposed would result in an excess of dominant advertising material. Despite the modern urban character of the surrounding area, she judged that the proposal would not provide a positive or sensitive addition to the skyline.
She noted that the tower would display advertisements above an elevated part of the M4 where traffic volumes were high. Given the number of traffic information signs and absence of a hard shoulder, she decided that the introduction of another display could overload drivers' attention, particularly during adverse weather. This would be detrimental to highway safety, she concluded.
DCS Number 100-051-142
Inspector Susan Hesketh; Written representations.