By virtue of the location, size and illumination, the proposed hoardings are considered to be overdominant and out of character with the surrounding locality, thereby causing harm to visual amenity. The siting of these advertisements at this location could also form a precedent for similar display of advertisements in the locality that could be difficult to refuse. The proposal is therefore contrary to the policies of the Council contained in the Unitary Development Plan, in particular Policies CD68 and CD71.