The proposed double-sided advert hoarding, by virtue of its size and position perpendicular to the highway would, when approached from the south east, be viewed in the context of signage at neighbouring premises and would contribute to visual clutter and; when viewed from the north west, would stand out as an incongruous feature in the streetscene, to the detriment of visual amenity. The proposal would not be in accordance with saved Policy HD25 (Advertisements) of the Liverpool Unitary Development Plan.