Four advertisement signs at Roundabout At Junction Of Birmingham Road And Main Road And Hampton Lane Birmingham Road Meriden

What was proposed

The application sought four identical, non-illuminated advertisement signs on a large traffic roundabout.

“Proposal: Erect four identical, non-illuminated advertisement signs.”

“Advertisement consent is sought for the installation of 4 non illuminated advertisement signs on this large traffic roundabout. Advertisement applications can only be assessed against their impact upon public safety and amenity, and this report will demonstrate that the proposal is acceptable in this regard. The proposal is therefore compliant with policies P8, P15 and P16 of the adopted Solihull Local Plan, and policies BE1, BE4 and LC4 of the Meriden Neighbourhood Plan.”

Officer report

The site

The site is a grassed and landscaped roundabout near the village centre, close to a conservation area and heritage assets.

“The application site consists of a large grassed and landscaped highway roundabout located close to Meriden village centre. It is mainly grassed, though areas of planting/landscaping have taken place, and a large oak tree is planted upon it. Around the edge of the roundabout are several road traffic signs.”

“The roundabout is not located within Meriden conservation area, but it is in close proximity to it (The Green), as well as to several heritage assets situated therein.”

Officer report

Officer advice

Officers recommended approval because the signs would assimilate into the highway landscape and would not harm amenity or public safety.

“The traffic roundabout is situated in a prominent position close to the village centre, separated from the village green, which is a designated conservation area, by the width of the road, approx. At his location the highway is lined by tall metal streetlights, illuminated traffic direction bollards, and other road traffic signs of various types and sizes, both on the roundabout and on the adjacent pavements.”

“Spaced evenly around the roundabout, 4 small 1.2m by 0.5m advertising signs are proposed. It is considered that they would be read in conjunction with the street furniture of the area and would assimilate successfully into the local landscape without appearing overly prominent or out of character, or materially affecting views to or from the adjacent conservation area or heritage assets.”

Officer report

Objections raised

Twenty-two objections and a parish council objection raised concerns about heritage, appearance, advertising, landscaping, precedent and highway safety.

“Harmful to heritage assets • Unnecessary • Harmful to the character and appearance of the area • Revenue would not directly benefit residents • Would set a precedent • Residents would have no say over what was advertised • Harmful to highway safety • There are more suitable roundabouts elsewhere…”

“Contrary to Policy LC4 – designated Local Green Space, being harmful tithe character and appearance of the area • Harmful to character and appearance and heritage value of the area, contrary to Policy BE1 • Distraction motorists, harmful to highway safety • Impact upon existing landscaping…”

Officer report

Public speaking

A speaker opposed the application, and a statement of objection was read on behalf of the parish council.

Committee decision

The committee granted conditional approval in accordance with the officer recommendation.

“PL/2025/00999/ADV - BIRMINGHAM ROAD MERIDEN Conditional approval as per officer recommendation.”

Minutes