Appeal Made Against Refusal of Brook Lane North Billboard
Applicant wants to place sign next to former New England pub site
The site on Brook Lane North next to the A4/M4. Picture: Google Streetview
An appeal is being made against the decision by Hounslow Council to block a plan for a large advertising hoarding to be placed on Brook Lane North.
King Media Ltd. had applied to place the double sided illuminated sign near the junction with the A4/M4 on a plot of land in front of the housing developed on the site of the former New England pub in 2016.
The displays would measure 8m high x 4m wide with the overall structure being 8.3m high x 4m wide. The displays will sit atop a pylon to facilitate viewing from the carriageway of the elevated section of the M4.
The display will not have any full motion content and will display static images for 10 seconds on a 60 second loop.
The applicant argued that the sign would not distract motorists and should be allowed given the precedents set by approval for similar applications.
Previously an ad hoarding was put around the plot but this has now been removed. The applicant argued that allowing the land to be use for this purpose would allow for public realm improvements to tidy up this area.
The illuminated sign will be positioned above the nearby flats
In refusing the original application the council planning officer said, "The proposed free-standing advertisement, because of its position, height, size, design, appearance and means of illumination would be an intrusive display, out of scale and character, harmful to townscape amenity, detrimental to the visual amenity of the locality. "
The larger site including the new housing was derelict for around a decade before being developed and a number of attempts have been made to place advertising on the undeveloped plot.
The appeal will be decided on the basis of information submitted with the application and an unaccompanied site visit by an Inspector appointed by the Secretary of State for Communities and Local Government.
The Commercial Appeals Service (CAS) does not offer an opportunity for interested parties to comment at the appeal stage. However, any comments made following the original application for planning permission will be forwarded to the Planning Inspectorate.
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June 24, 2022