Advert screen rejection appeal dismissed
GoogleAn appeal against the rejection of a digital advertising screen near a roundabout has been dismissed.
Wildstone Estates Limited wanted to put a sign in the Easington Lane area, on the outskirts of Sunderland.
An appeal was lodged after Sunderland City Council rejected the plans in June over concerns it would be over-dominant visually and pose a distraction to drivers.
While the Planning Inspectorate said there was no "compelling evidence" to show increased safety risks, the appeal was dismissed over "harmful" visual effects on the area.
The proposals were linked to the side of a building near a roundabout connecting High Street and Elemore Lane.
In its appeal, the applicant said the site was in an "established location for advertising" and that sensors would control the screen's illumination levels.
The firm also stated the sign would be located in an "uncomplicated" area, which "drivers should be able to navigate with ease".
The government planning inspector said there was "no compelling evidence" to indicate increased risks to highway and pedestrian safety.
However, the appeal was ultimately dismissed after it was ruled the proposed development would have a "harmful effect on visual amenity".
A report said the advert would "occupy a considerable portion of the upper part of the gable end of the host building" and would be a "notable and dominating feature" in the street.
It was also noted it would be "out of context" with other signage.
A similar appeal by Wildstone Estates Limited for a site in Sunderland's Kayll Road, near the Royal Hospital, was also refused last year.
