Milk & More, 1 Portman Rd, Reading, RG30 1EA

LED Advertising Billboard

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

Main issues, as the Inspector framed them

the effect of the proposed advertising billboard on the visual amenity of the surrounding area and public safety

What decided it

The proposed billboard would harm both visual amenity and public safety due to its prominent position, size and changing display at a busy roundabout requiring significant driver concentration.

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

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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.
Then the development plan position, the housing land supply as an Inspector last accepted it, and every appeal decided around the site with its letter.
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