Four sponsorship boards at Egginton Road Roundabout, Hilton

What was proposed

Four non-illuminated sponsorship advertisement boards were proposed at key points around the roundabout.

“Proposal: Advertisement consent for the display of 4no ground fixed boards on Egginton Road Roundabout, The Mease, Hilton DE65 5FS Ward: Hilton Reason for committee determination This item is presented to the Committee as South Derbyshire District Council is the applicant. Executive Summary The proposal is for the erection of four sponsorship advertisement boards to allow for local businesses to work in partnership with the Council to advertise to passersby.”

“The proposal It is proposed to display four sponsorship advertisement boards to be erected at key points around the roundabout. The advertisements will be affixed to metal posts, with posts 450mm into the ground with one board affixed to both measuring 800m x 375mm with a 225mm gap from the ground.”

Officer report

Planning history

There was no relevant planning history for the site.

“Applicant’s supporting information Signage Location Plan received 12 December 2025 Signage Details received 05 December 2025 Relevant planning history No relevant planning history. Responses to consultations and publicity Environmental Health - No objection…”

Officer report

The officer recommendation

Approval was recommended because the boards were considered to have minimal visual impact and no unacceptable highway safety effects.

“The Town and Country Planning (Control of Advertisements) (England) Regulations 2007 requires that the Local Planning Authority takes into account factors relevant to public safety including highway safety. The four signs are to be displayed in visible locations on the roundabout as a method of allowing for local businesses to sponsor the roundabout whilst also advertising themselves to the local community.”

“Overall the proposed advertisements are considered to have minimal impact on the streetscene with no illumination and would not result in highway safety issues or cause an unacceptable impact of the visual amenity of the area. The display of the four low level advertisement does not conflict with the policy requirements of South Derbyshire Adopted Local Plan or guidance within the SPD and is considered to accord with national guidance on the control of advertisements.”

Officer report

The main issues

The main issues were the advertisements’ visual impact and their effects on highway and public safety.

“The key considerations in determining applications for advertisement consent are: • The visual impact of the advertisements • The impacts upon highway safety and public safety…”

Officer report

Consultation responses

Environmental Health raised no objection, while the highway authority’s response was awaited when the report was drafted.

“Derbyshire County Highway Authority – Comments awaited at time of drafting. Hilton Parish Council – Object It is considered that the siting of the boards is not in keeping with the village in accordance with BNE1 and BNE4.”

Officer report

What was said

The planning officer presented the application, reported the highway authority’s late supportive response and answered a question about advertisers.

Members’ discussion

Members considered the application and supported the officer’s recommendation.

“Members considered the Application and supported the officer’s recommendations.”

Minutes