4.1.14 However if not controlled effectively advertisements can create clutter, threaten public safety, especially along major roads and adversely impact on the amenity of an area especially in sensitive locations. Advertisements in the countryside, particularly where signs are displayed in isolation from built development, can detract from rural character and hence the amenity of the countryside. Amenity is a particular interest in residential areas.

DQ 2E Advertisements

When considering applications to display advertisements, the Council will take into account:

1. the impact of the proposal on the amenity of the site and surrounding area, and

2. the impact on public safety (including pedestrians and road users).

The Council will also take into account the following principles (see also Planning Guidance Note 2 in Appendix 9):

a. advertisements in the countryside will not generally be encouraged and will come under particular scrutiny to prevent them from having an adverse impact on visual amenity and landscape character,

b. large free-standing or gable/wall mounted hoardings will be carefully controlled, in the interests of the amenity of the area and road safety,

c. directional signs remote from the businesses or premises to which they relate will generally be opposed unless a clear need in terms of public safety and convenience can be demonstrated. Composite signs will be preferred to a series of individual signs. Signs must be designed so as not to be confused with a standard road sign and commercial signs should not be attached to street furniture,

d. business premises will be permitted to display suitable advertisements subject to scale and design being appropriate. In main street shopping locations, a proliferation of projecting advertisements and wall panels and signs at varying levels will be opposed. Advertisements should be of a suitable scale and should relate to other signs in the vicinity. Well designed, free-standing advertisements may be acceptable in built-up areas but signs mounted on free-standing poles will generally be opposed unless they relate to the use of the site, e.g. hotel or petrol filling station, where proposals will be considered on merit,

e. the control of advertisements in industrial areas will be less strict than elsewhere. Nevertheless, the general principles of amenity (for example appropriate scale and design) and public safety will be applied,

f. advertisements in residential areas, Conservation Areas, Townscape Protection Areas and along major road corridors will be carefully controlled, and proposals will come under particular scrutiny to ensure that the character and amenity of the area is preserved or enhanced, and

g. signposting of tourist facilities (e.g. standard brown tourist signage) is likely to be approved if it complies with the ‘Tourist Signposting Policy’ approved for the Greater Glasgow and Clyde Valley Tourist Board area.

4.1.15 There are a number of potentially larger scale developments which are likely to have a significant impact on the environment and which will need more in-depth assessment. Policy DQ3 indicates the type of assessments which may be required to accompany significant planning applications.

4.1.16 Policies DQ3 - DQ17 set out the Plans intentions for the assessment of specified development proposals which could have major environmental impact.

DQ 3 Assessment of Impact

Where development proposals are likely to have a significant impact on the natural, historic or community environment, the Council may require developers to submit any of the following assessments as appropriate:-

a. Environmental Assessment (in accordance with Environmental Assessment Regulations),

b. Noise Impact Assessment,

c. Air Quality Assessment, and

d. Transport Assessment (see policy TRANS 1).

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