PPS 6 (Addendum): Areas of Townscape Character
Policy ATC 3
Justification and Amplification
2.14 Areas of Townscape Character (ATCs) may contain commercial areas or individual business premises where outdoor advertising is essential to their activities. It is important however to exercise appropriate control over advertisements to ensure they do not detract from the distinctive characteristics and amenity of these areas or prejudice public safety.
2.15 In assessing the impact of an advertisement or sign on amenity within an ATC, particular regard will be paid to the scale, size, proportions, dominance and siting of the sign, the materials used, whether it is illuminated and whether the proposal will result in clutter. An advertisement should also respect the building onto which it is to be fixed and in particular have regard to any architectural detailing.
2.16 Supplementary guidance drawn up for ATCs may include advice on the display of advertisements which will be taken into account in assessing proposals. General policy guidance on advertisements is set out in Planning Policy Statement (PPS) 17 'The Control of Outdoor Advertisements'.