The proposal would set an undesirable precedent for the proliferation of other unsuitable signage in this locality, which would further detract from the visual amenity of this environmental improvement corridor and prominent gateway to the City Centre.

The proposed non-illuminated 48-sheet advertisement hoarding by virtue of its size (6.4m x 3.35m on a 1.25m high base), its prominent siting adjacent to low-level industrial units and perpendicular to a highly trafficked arterial road route into the City Centre would constitute not only an adversely dominant feature, and given its close proximity to similar installations on the eastern side of Low Hill it would also result in undue visual clutter. As a consequence, the proposal would be detrimental to the character and amenity of this street scene (Low Hill connecting with Brunswick Road); an identified Environmental Improvement Corridor and gateway to the City Centre. The proposal is therefore contrary to the Core Planning Principles and Section 7 of the NPPF, in particular Paragraph 67, and Polices HD18, HD25 & OE15 of the Liverpool Unitary Development Plan.