The advert would result in a cluttered appearance along the Aumberry Gap elevation, and be situated incongruously on the building in a location not designed to accommodate the sign. By virtue of its size, location, proportion and materials it is detrimental to the visual amenity of the site and surrounding area, contrary to guidance within PPG19 Outdoor Advertisements.

The advertisment by virtue of its size, materials, and proportions would fail to preserve the setting of the heritage assets known as 45 to 54 Pinfold Gate when viewed from Aumberry Gap. The proposal would thereby be contrary to guidance in PPS5 Planning for the Historic Environment and its accompanying practice guide.