Case Reference: 3352741

Appeal Decision
Site visit made on 19 March 2025 by R Pankhurst
Decision by L McKay MA MRTPI
an Inspector appointed by the Secretary of State
Decision date: 11th August 2025
Appeal Ref: APP/F5540/Z/24/3352741
336-342 Staines Road, Hounslow, London, TW4 5BD
• The appeal is made under Regulation 17 of the Town and Country Planning (Control of
Advertisements) (England) Regulations 2007 against a refusal to grant express consent.
• The appeal is made by [APPELLANT] against the decision of the Council of the London
Borough of Hounslow.
• The application Ref is P/2024/2082.
• The advertisement proposed is erection of a D6 small format Advertising Display.
Decision
1. The appeal is allowed and express consent is granted for the display of a D6 small
format Advertising Display at 336-342 Staines Road, Hounslow, London, TW4 5BD
in accordance with the terms of the application, Ref P/2024/2082. The consent is
for five years from the date of this decision and is subject to the five standard
conditions set out in Schedule 2 of the 2007 Regulations and the following
additional conditions:
.
1) In the hours of darkness, the advertisement display luminance shall be no
greater than 300cd/m2.
2) In daylight hours, the advertisement display luminance shall be controlled in
order to reflect ambient light conditions (to ensure it is neither too bright or too
dull), and shall at all times be no greater than the recommended maximum
daytime luminance values set out in Table 10.5 within the Institution of Lighting
Professionals – Professional Lighting Guide (PLG 05) ‘Brightness of Illuminated
Advertisements including Digital Displays’ (or its equivalent in a replacement
guide) in cd/m2.
3) Unless otherwise permitted, the minimum display time for each advertisement
shall be 10 seconds and the advertisement shall not include any features which
would result in interactive messages/ advertisements being displayed.
4) There shall be no moving images, animation, video or full motion images.
5) The interval between successive advertisements shall be no greater than 1
second and the complete display shall change without effect. The display shall
include a mechanism to default to a blank or black screen in the event of
malfunction, or if the advertisement is not in use.
Appeal Procedure
2. The site visit was undertaken by a representative of the Inspector whose
recommendation is set out below and to which the Inspector has had regard before
deciding the appeal.
Main Issue
3. The main issue is the effect of the proposed advertisement on the amenity of the
area.
Reasons for the Recommendation
4. The appeal site is comprised of a filling station forecourt and retail unit on a busy
main road. The area immediately around the filling station is generally residential in
nature, however, there are commercial uses including several shops further along
Staines Road and a garage on the corner of Ivy Lane.
5. The appeal advertisement is for single sided display located near the exit of the
petrol filling station. There are a number of advertisements along this exit, including
several affixed to the gas cylinder storage banks and boundary. While these
advertisements are visible from the street, they do not appear excessive as they
are set back against the boundary fence and within the forecourt of the petrol filling
station. Consequently, these advertisements are predominately viewed by users of
the petrol filling station.
6. The appellant states that the proposal would replace an existing temporary display
and flag. However, at the time of my inspection, I did not see those advertisements
in place. Nonetheless, the positioning of the appeal advertisement up against the
boundary and shrubs of the neighbouring property would prevent other temporary
signage being placed there in future, therefore it would not harmfully add to visual
clutter in that part of the site. As it would be seen in conjunction with the other
existing signage and set back from the road, it would not appear obtrusive.
7. The appeal advertisement would be set amongst various other advertisements on
the appeal site including illuminated totem display and illuminated canopy. Given its
siting, and when viewed in the context of its commercial setting as a petrol filling
station, the appeal advertisement would not look out of place or be a distracting
addition to the street scene. Furthermore, there are other similar advertisements in
close proximity including on a bus stop to the east of the site and on the corner of
Ivy Lane. In this respect, the appeal advertisement would not cause harm to the
pedestrian experience or character of the area.
8. In this case neither the Council nor any other party has raised any objection to the
appeal advertisement in relation to public safety. From the evidence before me, and
my observation on site, I can see no reason to disagree.
9. For the above reasons, I conclude that the proposed advertisement would not
cause harm to the amenity of the area. I have taken into account the aims of
policies CC1 and CC5 of the London Borough of Hounslow Local Plan 2015-2030
(adopted 15 September 2015), which seek to conserve the character of the area
and ensure advertisements respect their context. Given that I have concluded the
advertisement does not harm amenity, I find no conflict with these policies.
Conditions
10. In addition to the five standard conditions set out in the Regulations, I recommend
conditions to limit the illumination of the sign and the nature and frequency of
changes to images displayed to ensure that the advertisement would not be so
overly eye-catching that it would detract from amenity of the local area. I have
removed reference to documentation where it is not needed in order for the
condition to meet the relevant tests.
11. The appellant has suggested a condition to ensure the proposal is carried out in
accordance with the plans in the interest of proper planning procedures. However,
this condition is not necessary as if allowed, this decision grants express consent
and not planning permission.
12. The appellant has suggested a condition requiring no images displayed shall
resemble official road traffic signs in the interests of amenity. However, this would
not be necessary as its position within the forecourt of petrol station means that
such images would not result in confusion with traffic signs or signals.
Conclusion and Recommendation
13. For the reasons given above and having had regard to all other matters raised, I
recommend that the appeal should be allowed subject to conditions.
R Pankhurst
APPEAL PLANNING OFFICER
Inspector’s Decision
14. I have considered all the submitted evidence and my representative’s report and
agree with the reasoning and recommendation. On that basis the appeal is allowed
subject to the 5 standard conditions and the additional conditions listed above.
L McKay
INSPECTOR