Land and advertising display at 361 Princes Road, Junction of Lowfield Street, Dartford, DA1 1LN

Conversion of existing 1no. 48-sheet and 1no. 96-sheet illuminated advertising displays to 1no. 48-sheet digital advertising display

Authority: Dartford Borough Council
Appeal type: commercial · Commercial Appeal Service (CAS)
Procedure: Written Representations
Development: advertisement · Other minor developments
Inspector: Grierson E

Main issues, as the Inspector framed them

the effect of the proposal on public safety

What decided it

The prominent positioning of the digital advertisement closer to the highway and angled towards oncoming traffic at a complex junction with a history of collisions would unacceptably harm public safety.

The increased durability, efficiency and modern appearance of the digital display, along with visual amenity benefits from proposed landscaping, were insufficient to outweigh the significant harm to public safety.

Plan policies cited: DP2

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