Plans for digital advert sign near Windle Labour Club refused

What were the plans?

Permission was sought to display an internally illuminated free-standing digital sign at the side of Windle Labour Club, on Dentons Green Lane.

The application, submitted in December, was for the digital advertising sign to replace the poster display currently in place which is visible from the road. 

READ > Follow up plans over homes at social club site approved

It would have been situated close to another illuminated advertising sign, at the other side of the social club.

What the applicant said

A cover letter, drawn up by Wildstone Estates, had claimed: “The proposed display will meet modern requirements and will be capable of displaying six advertising campaigns at a time, sequencing every ten seconds.

“The ability to carry multiple adverts will cater for the demand in this area and reduce the pressure for new locations.

“The proposal is submitted as part of a nation-wide project to upgrade traditional advertising hoardings to a modern digital format, which will see an overall reduction in adverts, as multiple advertising campaigns can be supported by single panels.”

'Out of character with the area'

However, in a report, recommending refusal of the plans, case officer Tony Jackson said: "The proposed sign, due to its changing images, height on the building and internal illumination, would be out of character with this area, creating an overtly commercial feature that would be particularly prominent and detrimental to the character of the area during the hours of darkness when its illumination and changing images would be particularly obtrusive and increase its prominence and range of visibility".

It was added that "consideration is given to the recently installed digital screen that faces the site on the opposite side of the Windle Labour Club" which had received consent in 2021.

The report added: "When this sign is taken into consideration the negative cumulative impact of these two digital screens, set just 40m apart, would be considerable, and would create a sense of visual clutter within this very prominent location in what is a small geographical location".

Consent refused

A decision notice confirmed advertisement consent had been refused.

It stated: "The proposed digital advertisement screen by virtue of its size, scale, position on the building, location and illumination would be unduly prominent in the street scene from long range views along Dentons Green Lane.

"The development would be out of character with the area and would contribute to a cluttered appearance to the street scene when existing signs in the locality are taken into consideration".