Policy information sourced from the Hounslow Local Plan Part 1

CC5 - ADVERTISEMENT PANELS, HOARDINGS AND STRUCTURES

Our approach

We recognise that advertisements can have economic development benefits and that they may support regeneration objectives in appropriate locations, however all advertisements must respect their context with suitable regard to considerations of amenity and public safety.

We will achieve this by

  • Focusing advertisements in town centres, shopping parades and areas of commercial activity;
  • Ensuring that advertisements do not adversely impact on the setting of heritage assets, the skyline or the amenity of residential properties. Any impact will be assessed in terms of its significance;
  • Encouraging all corporate branding, signage and advertisements (including illuminated advertisements and lighting) positively contribute to an area and resisting adverts that will cause severe harm in terms of townscape, amenity and public safety;
  • Reviewing the existing Areas of Special Advertisement Control and where appropriate, designating additional areas for protection due to their sensitivities; and
  • Encouraging the use of temporary shrouds and advertising where these make a positive contribution to the appearance of an area during construction or on-site works;

We will expect development proposals to

  • Describe the advertisement and the supporting structures in every case;
  • Demonstrate that the advertisement and associated structure are of a size, design, scale and degree of illumination that is compatible with the surrounding buildings, other advertising and the wider area;
  • Demonstrate that the advertisement, the illumination and associated structure do not appear obtrusive or unduly dominant on the skyline, including during the hours of darkness. Reference should be made to the requirements of the ILP (Institute of Lighting Professionals) Technical Note 5;
  • Be of a high quality design to support the enhancement of the borough’s amenity. Advertisements on buildings should be integral to the building’s design, working with the elevation and any architectural features, and relevant to the use and context. Proposals should not detract from the elevation or any architectural features to ensure that they are compatible with existing amenity. Free standing adverts should be well designed as architectural elements and avoid any impact on important views. A proliferation of stand-alone advertisements and billboards will be resisted as being harmful to townscape amenity;
  • Demonstrate that the advert is sensitively placed and designed to not adversely impact the setting of heritage assets and strategic or local views;
  • Demonstrate that the advertisement will not result in visual clutter or a proliferation of harmful advertising;
  • Demonstrate that the advertisement and associated structure does not adversely impact on pedestrian and vehicle movement and safety;
  • Contribute good quality hard and soft landscaping to enhance the appearance of the area; and
  • Demonstrate that the advertisement, its illumination and associated structure will not adversely impact (or cumulatively impact) the amenity of residential areas or pedestrians.

For more information please see the Hounslow Local Plan Part 1