Thames Valley Service Station, George Street, Caversham, READING, RG4 8DH

a freestanding digital screen about 2.5m high and 1.23m wide. It would be sited on the Service Station’s (PFS) forecourt virtually at its northern extremity. It would be a digital display, internally illuminated, presenting static displays, and sequencing every ten seconds. 3. Reference has been made to the National Planning Policy Framework. Its guidance underlines the fact that the powers under the current Regulations to control advertisements may be exercised only in the interests of amenity and public safety. The Council has objected on both grounds. In this context, having regard to the

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

Main issues, as the Inspector framed them

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

What decided it

The screening provided by the existing hedge and parked vehicles, combined with low traffic speeds and the limited visual prominence of the advertisement, meant neither amenity nor public safety concerns were justified.

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What an account adds

Draw a red line around your site and the appraisal follows.

Heritage. Listed buildings by grade and distance, conservation areas, scheduled monuments, registered parks and gardens, heritage at risk.
Landscape and environment. Green belt, national parks and national landscapes, SSSIs, ancient woodland, SPA, SAC and Ramsar sites, nutrient catchments.
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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