Three sponsorship boards at Welland Road Roundabout, Hilton
Summary of planning committee decision
Decided by South Derbyshire Development Management Committee on 13 Jan 2026.
What was proposed
Three non-illuminated sponsorship advertisement boards were proposed at key points around a roundabout, fixed to metal posts.
“Proposal: Advertisement consent for the display of 3no ground fixed boards on Welland Road Roundabout, The Mease, Hilton DE65 5NN 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 three 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 three 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
Earlier planning history
There was no relevant planning history for the site.
“Relevant planning history No relevant planning history. Responses to consultations and publicity Environmental Health - No objection…”
Officer report
What officers recommended
Officers recommended approval because the small, unilluminated signs would have minimal visual impact and would not create highway safety problems.
“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 three 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 three 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
Members’ consideration
Members considered the application and supported the officer’s recommendation after the highway authority raised no unacceptable highway safety concerns.
“The Planning Officer presented the report to Committee and noted that a late item had been received from Derbyshire County Highway’s Authority that concluded there would not be an unacceptable impact on highway safety and there were no justifiable grounds on which an objection could be maintained…”
“Members considered the Application and supported the officer’s recommendations.”
Minutes
Sources
- South Derbyshire Development Management Committee minutes, 13 January 2026
- Agenda and papers (council website)
Source: Plota analysis of South Derbyshire's committee minutes and officer report. Quotations are the council's own words; headings and summaries are Plota's.
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See the API →At the meeting
- Council
- South Derbyshire
- Date
- Tuesday 13 January 2026
- Recommendation
- Officers recommended approval
- Committee decided
- Approved
- Minutes
- The council's minutes
- Meeting
- Agenda and papers (council website)
- Application
- The application (council website)
- All decisions
- South Derbyshire committee decisions →
This committee's year
32 decisions in the 12 months to this meeting, 2 against officer advice.
Source: Plota analysis of the committee's minutes.