Ad screen plan slapped down over public safety fears

The safety of Huddersfield Road was also called into question by the inspector, with the road layout called ‘confusing to drivers’.

In the rejection, the inspector noted that there had been 10 recorded crashes in the vicinity of the site in the five-year period up to the end of January 2022.

The planning application to replace a six-metre (19.6 ft) by three-metre (9.8 ft) paper ad board on A62 Huddersfield Road with an equivalent-sized 264-inch (6.71 metres) digital screen was submitted in February 2022.

The application was rejected by Oldham Council in July over fears the internally illuminated screen would ‘reduce the clarity and effectiveness’ of traffic signals and distract drivers, increasing the risk of injury to other road users, including pedestrians.

Under the law, the applicant was then allowed to appeal the decision to The Planning Inspectorate.

Issuing the decision on Tuesday, February 7, Inspector R Bartlett dismissed the appeal, citing public safety concerns posed to users, including pedestrians, on the seven-lane A-road resulting from distracted drivers.

While the inspector disagreed with the Council that the sign would distract from traffic signals, they said the public safety concerns meant the application could be rejected.

The inspector cited the fact that the screen would have multiple changing images as a factor that could cause greater distraction and could contribute to future crashes.

The screen would have been next to the seven-lane road (Image: Planning application)

Had it been approved, the 264-inch screen would have had a maximum brightness of 5,000 nits in the day, which is about five to seven times brighter than many modern televisions.

At night, the screen would have been limited to a maximum brightness of 300 nits.

Last year, concerns were raised about the electricity use of double-sided 86-inch digital ad boards in Manchester City Centre after a Freedom of Information request discovered the screens, which have a maximum brightness of 3,500 nits, each consume the electricity of three average households.

The new screen would have included a 'logo box' (2) and a camera (6) (Image: Planning application)

Unlike the current paper ad board on Huddersfield Road, which is externally lit and faces both directions, the digital screen would have only faced traffic travelling eastbound.

The screen would have also had an additional ‘logo box’ below the main screen, as well as a camera to monitor it.

Councillor Hannah Roberts, Oldham Council cabinet member for neighbourhoods, said: "Oldham Council rejected the original application on public safety grounds.

“This was due to concerns about how close the proposed digital advertisement board would be to a junction and pedestrian crossing.

“As the advert would display multiple changing images, it could distract drivers – presenting a risk to all highway users, including pedestrians." 

“The applicant appealed the decision, which is their right, but the Planning Inspectorate upheld the council’s original decision.”

This article was updated at 4.15pm on Friday, February 10 with an Oldham Council comment.