PPS 17: Control of Outdoor Advertisements
Policy AD 1: Amenity
4.2 In relation to advertisements the term amenity is usually understood to mean its effect upon the appearance of the building or structure or the immediate neighbourhood where it is displayed, or its impact over long distance views.
4.3 A well designed and sensitively sited advertisement, where thought has been given to size, colours, siting and levels of illumination, can contribute positively to the visual qualities of an area. All too often, however, advertisements are added to a building or placed in a location as an afterthought. The result is that a good building, neighbourhood or sensitive location can be easily spoiled by poorly designed advertising, which appears over dominant, unduly prominent or simply out of place.
4.6 A large number of advertisements on a building or along a road can create clutter and be disruptive to the appearance and character of an area. When preparing designs for new signage or advertisements, the opportunity should be taken to rationalise the number of signs on a building or in an area and remove those which are redundant or excessive.
4.7 In assessing the impact of an advertisement or sign on amenity the Department will take into account all of the following matters:
- the effect the advertisement will have on the general characteristics of the area, including the presence of any features of historic, archaeological, architectural, landscape, cultural or other special interest;
- the position of the advertisement on the host building and its scale and size in relation to that building;
- the cumulative effect of the proposal when read with other advertisements on the building or in the surrounding area and whether the proposal will result in clutter;
- the size, scale, dominance and siting of the advertisement in relation to the scale and characteristics of the surrounding area;
- the design and materials of the advertisement, or the structure containing the advertisement, and its impact on the appearance of the building on which it is to be attached;
- in the case of a freestanding sign, the design and materials of the structure and its impact on the appearance and character of the area where it is to be located; and
- the impact of the advertisement, including its size, scale and levels of illumination, on the amenities of people living nearby and the potential for light pollution.
4.8 The amenity of the countryside is particularly important and there is a need to protect its unique qualities from the negative effects of advertising. The only advertisements likely to be acceptable in the countryside are those proposed on site and which relate to existing or approved commercial enterprises. These should be small in scale and not detract from the quality and character of the local landscape.