Two digital advertising screens at 55 - 67 Cricklade Road, Gorse Hill, Swindon

What was proposed

The application sought consent for two digital 75-inch LCD advertising screens, one on each side of a new BT Street Hub.

“The application seeks advertisement consent to display 2no. digital 75" LCD display screens, one on each side of a new BT Street Hub unit. The application has been submitted in conjunction with a full planning application (S/25/0754) to install the associated BT Street Hub.”

“NB: This Advertisement Consent application relates solely to the display of 2no. digital 75" LCD display screens. Installation of the BT hub in its own rights is considered within the associated planning application.”

Officer report

The site and surroundings

The site is pavement outside commercial premises on a busy arterial road, with existing shops, services and street furniture nearby.

“The application site is an area of adopted highways-controlled land, located on the pavement outside of 55-67 Cricklade Road, near to the Town Centre. Cricklade Road is identified as a District Centre in the Swindon Local Plan. Cricklade Road is a busy highway for both vehicular and pedestrian traffic which can be described as an ‘arterial route’ for Swindon.”

“The application site not subject to any special designations. It is not within a Conservation Area. It is not within the setting on any listed buildings, or any other relevant area of special protection.”

Officer report

Related applications

There was no relevant Street Hub history at the site, but similar applications nearby had been granted, refused or remained pending.

“Relevant Planning History and Associated Applications: Application Number: S/25/0549 Status: Granted Description: Installation of 1no. BT Street Hub and removal of associated BT payphones. Application Number: S/ADV/25/0550 Status: Granted Description: Installation of 2no. digital 75" LCD display screens, one on each side of the Street Hub unit. Application Number: S/25/0551 Status: Granted Description: Installation of 1no.”

“Description: Installation of 1no. BT Street Hub and removal of associated BT payphones. Application Number: S/ADV/25/0753 Status: Refused Description: Installation of 2no. digital 75" LCD display screens, one on each side of the Street Hub unit. Application Number: S/25/0754 Status: Pending Description: Installation of 1no. BT Street Hub and removal of associated BT payphones.”

Officer report

What officers recommended

Officers recommended approval because the screens would fit the commercial setting and would not harm amenity or public safety subject to conditions.

“The Highways Officer has also recommended a suite of conditions to control the intensity of the illumination and content of the digital advertisements, to avoid dazzle and glare of highway users in the interests of highway safety. It is highlighted that the Application Form states that the illumination levels from the digital HD display screens shall be 5000cd/m2, which exceeds the limit considered to be safe for illuminations facing the public highway.”

“Energy Use 8.15 National Planning Practice Guidance states that the local planning authority should assess’ advertisements with reference to their effect on amenity and public safety only and that unless the nature of the advertisement is in itself harmful to amenity or public safety, consent cannot be refused. This issue is explored more in the accompanying planning application.”

Officer report

What consultees said

Highways raised no objection subject to lighting and content controls, while the parish council and a councillor objected on safety and other grounds.

“Consultees 6.1 Highways Department (9 th July 2025): No objection. Subject to conditions to limit the intensity of illumination and screen content.”

Officer report

Other public comments

Letters were sent to neighbouring occupiers, but no comments were received.

“Letters were sent to occupiers of properties adjacent to the site. No comments were received. Policy and Legislative Context 7.1 The Town and Country Planning (Control of Advertisements) (England) Regulations 2007 (as amended) at Part 1 Regulation 3, provide that the local planning authority shall exercise its powers under these Regulations in the interests of amenity and public safety, taking into account the provisions of the…”

Officer report

Who spoke

No one made submissions at the meeting supporting or opposing the application.

What members debated

Councillors considered that the Street Hub might hide pedestrians from drivers and would fail to achieve well-designed places.

“Councillor Neil Hopkins proposed the advertising consent be refused, on the basis that the proposed Street Hub may obscure pedestrians attempting to cross Cricklade Road from drivers, thus presenting a serious health and safety concern. Moreover, the proposal fails to meet the objective of achieving well-designed places and is therefore contrary to paragraph 135 (a, b and c) of the NPPF. Councillor Matthew Courtliff seconded the proposal.”

Minutes

The vote

All councillors supported the proposal to refuse advertising consent.

“All Councillors were in favour of the proposal to refuse advertising consent.”

Minutes

The decision

Advertising consent was refused because the Street Hub might create a serious pedestrian safety concern and conflict with the objective of well-designed places.

“Resolved – That advertising consent be refused, on the basis that the proposed Street Hub may obscure pedestrians attempting to cross Cricklade Road from drivers, thus presenting a serious health and safety concern. Moreover, the proposal fails to meet the objective of achieving well-designed places and is therefore contrary to paragraph 135 (a, b and c) of the NPPF.”

Minutes