Existing Advertising site at Basingstoke Road, RG2 0DP, Reading, Berkshire, RG2 0DP

removal of the existing four advertisement displays, followed by the installation of an internally illuminated digital advertisement as illustrated within the attached documentation

Authority: Reading Borough Council
Appeal type: commercial · Commercial Appeal Service (CAS)
Procedure: Written Representations
Development: advertisement · Other minor developments
Inspector: Guest H

Main issues, as the Inspector framed them

The effect of the proposed advertisement on amenity
The effect of the proposed advertisement on public safety

What decided it

The proposed digital advertisement would cause demonstrable harm to both amenity through its obtrusive appearance in a restrained townscape and to public safety through driver distraction at a complex junction, with conditions unable to fully address these harms.

Plan policies cited: Policy OU4, Policy CC7, Policy TR3

Read the decision letter on the Inspectorate’s site

The main issues and the deciding factor are read from the published letter by Town Planner Pro; the letter itself is the record. Contains public sector information licensed under the Open Government Licence v3.0. Research, not advice.

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- Heritage. Listed buildings by grade and distance, conservation areas, scheduled monuments, registered parks and gardens, heritage at risk.
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- Flooding. Flood zones 2 and 3, surface water, and both again with climate change.
- Transport. The 800 metre station catchment and service frequency, bus stops with their weekday frequency, the cycle network, and the Framework’s transport tests measured for the site.
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