Post-mounted advertising board at Seven Mile Lane, Mereworth, Maidstone

What was proposed

Retrospective consent was sought for one post-mounted advertising board directing people towards a vineyard.

“Advertisment Consent (Retrospective): For 1 x post mounted advertising board…”

“Description of Proposal: The proposal seeks retrospective consent for the erection of a post-mounted advertisement board.”

Officer report

The site

The sign stands in a field at a road junction, outside a settlement boundary, in the Green Belt and beside a conservation area.

“Reason for reporting to Committee: The application has been called in to committee by Cllr Matt Boughton due to concerns regarding visual amenity. The Site: The site is a field located on the junction between Seven Mile Lane and Mereworth Road. The site is screened from the public highway by established hedgerow. It is outside of any defined settlement boundary and within the Metropolitan Green Belt.”

Officer report

Planning history

There was no relevant planning history.

“Planning History (relevant): No planning history.”

Officer report

Officer recommendation

Approval was recommended because the sign would fulfil its directional purpose without unacceptable harm to visual amenity, highway safety or Green Belt openness.

“Kent County Council Highways have been consulted and raise no objection on highway safety grounds. They advised, however, that the sign should be set back at least 2.4 metres from the edge of the junction with Seven Mile Lane to ensure it does not obstruct visibility. They also noted that the submitted plans were not to scale, meaning this distance could not be verified. However, the applicant has submitted a scaled block plan with the location of the signage.”

“Conclusion: Taking all matters into account that are relevant to the determination under the advertisement regulations, the proposed advertisement is considered to achieve its functional purpose without giving rise to unacceptable harm to visual amenity, highway safety, or the openness of the Green Belt. Whilst the sign is relatively tall, its siting, scale, and non-illuminated design ensure the impact is limited and appropriate within its rural context.”

Officer report

Public representations

One objection raised concerns about the Green Belt, design and highway safety.

“Public Representations: One objection for the following reasons: - Impact on Green Belt - Design - Highway safety Please note that the objector also raised concerns regarding the signage setting a future precedent and the potential for delivery drivers to become confused by the signage and miss their property. These matters are not material planning considerations and therefore cannot be taken into account in the assessment of this application.”

“For clarity, applications for advertisement consent are assessed solely in relation to their impact on visual amenity and highway safety. Whilst it is relevant to consider the effect of the signage on the character of the countryside and its setting within the Green Belt, it is not appropriate to assess the proposal against paragraph 154 of the NPPF in respect of inappropriate development.”

Officer report

Who spoke

A member of the public and the agent spoke to the committee.

Committee discussion

Members noted the sign’s minimal visual impact, the highways authority’s lack of objection and the importance of supporting rural businesses.

“Due regard was given to the determining issues, conditions, reasons and informatives as detailed in the report of the Director of Planning, Housing and Environmental Health. The views of the public speakers were also taken into consideration.”

“The minimal visual impact of the sign on the Green Belt and the lack of objection from the Highway Authority was noted and the importance of supporting rural businesses was recognised.”

Minutes

The committee vote

The committee approved the proposal after it was proposed and seconded.

“Cllr Palmer proposed, Cllr Boughton seconded and the Committee…”

“RESOLVED: That retrospective consent for signage be APPROVED in accordance with the submitted details, conditions, reasons and informatives set out in the report of the Director of Planning, Housing and Environmental Health, subject to:”

Minutes

The decision

Retrospective consent was approved in accordance with the submitted details, with an additional condition requiring the signage to remain non-illuminated.

“The signage hereby approved shall be non-illuminated at all times throughout the lifetime of this consent.”

Minutes