|Conditions / Reason for Refusal:
No special visual effects of any kind shall be permitted during the time that any message is displayed. The displayed image shall not include animated, flashing, scrolling, intermittent or video elements. No visual effects shall accompany the transition between successive messages and the change shall be instantaneous (0.1 seconds or less). The replacement image shall not incorporate any fading, swiping or other animated transition. The display shall not include the sequencing of messages relating to the same product. The minimum time between successive displayed images shall be ten seconds and the display shall include a mechanism to freeze the image in the event of a malfunction.
In the interest of highway safety.
The intensity of the illumination of the advertisement shall be no greater than 300cdm during the hours of darkness.
In the interest of highway safety and visual amenity.
Positive and Proactive Statement
Whilst the applicant did not enter into any pre application discussions with the Local Planning Authority, the proposals were in accordance with the principles of the National Planning Policy Framework and did not require any alterations or modification.