1.	APPLICATION SITE AND LOCALITY 

1.1.	The application site is located on land adjacent to A41 and will be visible at the exit of the roundabout that goes southbound towards the A34. It will be located in front of an area of trees set back from the road, and is opposite the Bicester Park and Ride. 
1.2.	The site is not located within a designated conservation area and there are no listed buildings within close vicinity to the application site.  
2.	DESCRIPTION OF PROPOSED ADVERTISEMENT(S)
2.1.	The application seeks retrospective advertisement consent to display a non-illuminated marketing board, measuring 6 metres in width and 3 metres in height, on an area of public realm fronting the A41 at the site boundary. The marketing board is advertising the availability of commercial space together with agent contact details.
2.2.	The proposed signage was installed on March 22nd 2018, and will be displayed until March 21st 2023. Therefore, consent is sought for a maximum period of 5 years.  
3.	RELEVANT PLANNING HISTORY

3.1.	The following planning history is considered relevant to the current proposal: 
Application Ref.	Proposal	Decision	
16/02586/OUT	Phase 1 of the proposed new business park ("Bicester Gateway") comprising up to 14,972 sq m (Gross External Area) of B1 employment based buildings, plus a hotel (up to 149 bedrooms), with associated infrastructure, car parking and marketing boards.	Application Permitted	
	
4.	PRE-APPLICATION DISCUSSIONS

4.1.	No formal pre-application discussions have taken place with regard to this advertisement proposal.

5.	RESPONSE TO PUBLICITY

5.1.	This application has been publicised by way of a site notice displayed near the site, by advertisement in the local newspaper, and by letters sent to all properties immediately adjoining the application site that the Council has been able to identify from its records. The final date for comments was 17.05.2018, although comments received after this date and before finalising this report have also been taken into account. 
5.2.	No comments have been raised by third parties. 
6.	RESPONSE TO CONSULTATION

6.1.	Below is a summary of the consultation responses received at the time of writing this report. Responses are available to view in full on the Council’s website, via the online Planning Register.
PARISH/TOWN COUNCIL AND NEIGHBOURHOOD FORUMS
6.2.	CCHESTERTON PARISH COUNCIL: No comments received at the time of writing this report.
CONSULTEES
6.3.	LOCAL HIGHWAYS AUTHORITY (OCC): No objections, and made the following comments: I have checked with Oxfordshire County Councils Highway Records and can confirm the position of the sign is not within the Highway boundary. Therefore the proposals are unlikely to have any adverse impact upon the local highway network from a traffic and safety point of view, therefore I offer no objection.
7.	RELEVANT PLANNING POLICY AND GUIDANCE

7.1.	Planning law requires that applications for advertisement consent must be determined in accordance with the development plan and any other relevant factors.

7.2.	The Cherwell Local Plan 2011-2031 - Part 1 was formally adopted by Cherwell District Council on 20th July 2015 and provides the strategic planning policy framework for the District to 2031.  The Local Plan 2011-2031 – Part 1 replaced a number of the ‘saved’ policies of the adopted Cherwell Local Plan 1996 though many of its policies are retained and remain part of the development plan. The relevant planning policies of Cherwell District’s statutory Development Plan are set out below:

CHERWELL LOCAL PLAN 2011 - 2031 PART 1 (CLP 2031 Part 1)

•	ESD15 - The Character of the Built and Historic Environment

7.3.	Other Material Planning Considerations

•	The Town and Country Planning (Control of Advertisements) (England) Regulations 2007 (as amended) – “The Advertisement Regulations”
•	National Planning Policy Framework (NPPF) in particular Paragraph 67
•	Planning Practice Guidance (PPG)

8.	APPRAISAL

8.1.	Regulation 3 of the Advertisement Regulations limits the Local Planning Authority’s powers in respect of advertisement applications to the consideration of amenity and public safety. Therefore these are the key issues for consideration in this case.

Amenity

8.2.	Regulation 3(2a) of the Advertisement Regulations states that: factors relevant to amenity include the general characteristics of the locality, including the presence of any feature of historic, architectural, cultural or similar interest.
8.3.	Paragraph 67 of the NPPF recognises that: poorly placed advertisements can have a negative impact on the appearance of the built and natural environment. However it goes on to state that: only those advertisements which will clearly have an appreciable impact on a building or on their surroundings should be subject to the local planning authority’s detailed assessment.
8.4.	The signage is of a size and location that is not considered unusual in the context of this type of development. It is not located close to residential areas, and is situated in front of an area of trees which means it will only be seen by passing vehicles on the A41. The scale of the sign is appropriate with the proposed location and would not detract from the character of the locality, and the proposal therefore complies with the provisions of paragraph 67 of the Framework relating to visual amenity.
Public Safety
8.5.	Regulation 3(2b) of the Advertisement Regulations makes clear that factors relevant to public safety include the safety of persons using the transport network, including the potential for an advertisement to obscure views of transport signage or equipment, and the potential for an advertisement to hinder the operation of any device used for security purposes.
8.6.	It is not considered that the proposed signage would have a dangerous impact upon the users of the road network. Further to this, the Local Highways Authority raised no objections and are happy that the proposals are unlikely to have any adverse impact upon the local highway network from a traffic and safety point of view. The proposed signage therefore complies with the provisions of paragraph 67 of the Framework relating to public safety.
9.	CONCLUSION
9.1.	The proposed signage would be appropriate for the use and location, and will not cause an increased danger to the public and should therefore be granted planning approval. 
10.	RECOMMENDATION
That consent is granted, subject to the following conditions:

1.	This consent to display advertisements shall expire at the end of 5 years, beginning on the date this consent was granted.

Reason - To comply with the provisions of Regulation 14 of The Town and Country Planning (Control of Advertisements) (England) Regulations 2007 (as amended).

2.	No advertisement is to be displayed without the permission of the owner of the site or any other person with an interest in the site entitled to grant permission. 

Reason - To comply with the provisions of Regulation 14 of The Town and Country Planning (Control of Advertisements) (England) Regulations 2007 (as amended).

3.	No advertisement shall be sited or displayed so as to— 

(a)	endanger persons using any highway, railway, waterway, dock, harbour or aerodrome (civil or military);
(b)	obscure, or hinder the ready interpretation of, any traffic sign, railway signal or aid to navigation by water or air; or
(c)	hinder the operation of any device used for the purpose of security or surveillance or for measuring the speed of any vehicle.

Reason - To comply with the provisions of Regulation 14 of The Town and Country Planning (Control of Advertisements) (England) Regulations 2007 (as amended).

4.	Any advertisement displayed, and any site used for the display of advertisements, shall be maintained in a condition that does not impair the visual amenity of the site. 

Reason - To comply with the provisions of Regulation 14 of The Town and Country Planning (Control of Advertisements) (England) Regulations 2007 (as amended).

5.	Any structure or hoarding erected or used principally for the purpose of displaying advertisements shall be maintained in a condition that does not endanger the public. 

Reason - To comply with the provisions of Regulation 14 of The Town and Country Planning (Control of Advertisements) (England) Regulations 2007 (as amended).

6.	Where an advertisement is required under the Advertisement Regulations to be removed, the site shall be left in a condition that does not endanger the public or impair visual amenity.

Reason - To comply with the provisions of Regulation 14 of The Town and Country Planning (Control of Advertisements) (England) Regulations 2007 (as amended).

7.	Except where otherwise stipulated by conditions attached to this permission, the development shall be carried out strictly in accordance with the application form and the following approved plans: PL 001, PL 002 and the photograph showing the proposed design of the board submitted with the application.

Reason – For the avoidance of doubt, to ensure that the development is carried out only as approved by the Local Planning Authority and comply with Government guidance contained within the National Planning Policy Framework.	

Case Officer: 	Sarah Greenall	DATE: 21.05.2018	
Checked By: 	Paul Ihringer	DATE: 6/6/18