The proposed LED screens associated with the InLink unit, by virtue of its size, design and location, lying within the Liverpool Maritime Mercantile World Heritage Site Buffer Zone and within an area of the City Centre that has seen considerable financial investment, regeneration activity and associated provision of high quality public realm works, would constitute an over dominant and incongruous feature within the street scene which would create visual and physical clutter to the detriment of visual amenity. It would therefore be contrary to policy HD25 (Advertisements) of the adopted Liverpool Unitary Development Plan.

The proposed InLink unit by virtue of its size and siting would create physical clutter and create barriers to pedestrian movement by narrowing the walking routes resulting in a detrimental impact on the function of the public highway, contrary the principles, aims and objectives of the NPPF and policies GEN9, HD18 and T8 of the adopted Liverpool Unitary Development Plan.

The proposed InLink unit by virtue of its size, siting and method of display would lead to driver distraction leading to interference with the free flow of traffic to the detriment of safety on the adjoining highway. This would give rise to an adverse impact on the safe function of the public highway, contrary to the principles, aims and objectives of the NPPF and policies GEN6, GEN9, T8 and T9 of the adopted Liverpool Unitary Development Plan.

The proposed LED screens associated with the InLink unit due to the size, design and location would result in significant adverse harm to the setting and views of: former Lewis's Department Store (NHLE no. 1391992 Grade II Listed Building); Vines Public House (NHLE no. 359023 Grade II* Listed Building); and the Adelphi Hotel (NHLE no. 1365828 Grade II Listed Building). This would give rise to an adverse impact on the visual amenity of the area and is therefore contrary to policy HD25 (Advertisements) of the adopted Liverpool Unitary Development Plan.