1 week Ago
Plans to install a large digital advertising board in a residential area have been rejected. The proposal, submitted on behalf of Alight Media, was for an LED digital display board to be placed on the first-floor level of a commercial building at 22 Carlton Terrace, Portslade. The board, measuring 6m by 3m, was intended to face southbound traffic travelling along Carlton Terrace.
The application was turned down by Brighton and Hove City Council on March 12. The council's planning report stated that the board would be an "unsuitable addition" to the area due to its size and position. It highlighted that there are no similar hoarding signs in the vicinity and that the advertisement would significantly change the look of the street, especially for those travelling south along Carlton Terrace.
The report also noted that while Carlton Terrace leads to more commercial areas, the proposed site is on the edge of a residential area. The streets on the east side of the application site are said to have a residential character, with detached and semi-detached houses directly opposite. READ NEXT: Plans to convert listed high street building into 12-bedroom HMO The report also mentioned that the properties in the proposed site are in commercial use but are converted villas with little commercial signage.
It argued that a large digital advertisement display hoarding would be out of character with its immediate surroundings. The planning officer wrote: "It is considered that the 6x3m digital advertisement display would have a harmful impact upon the character of the streetscene and would be visually harmful to nearby residential occupiers." In its application, Alight Media stated that the digital board would display static images, with a new image appearing every 10 seconds.
The board would also have been capable of displaying "Emergency Public Information" such as Covid-19 health information. READ NEXT: Most congested roads in Sussex revealed - and the top five are all in one place In a bid to reduce energy consumption, the company proposed that the display screen would be switched off between midnight and 5am each day. The application also noted that the digital display would be operated and regulated remotely, which would remove the need for frequent site visits.
In its application, Alight Media stated: "The proposal is for an advertising display, with static illuminated advertising, which in our client’s opinion will cause no material harm to either amenity or public safety." The application can be found using the reference BH2025/00048..
