1)
The proposed advertisement by reason of its bulk, scale, external appearance, positioning and illumination would be an incongruous and out of character development that would have a detrimental impact on the character and appearance of this Grade II Listed Building, the Norland Conservation Area as well as the residential amenity of surrounding properties. Accordingly the proposal would be contrary to the objectives of Policy CL1, CL2, CL3, CL4 and CL5 of the Core Strategy and Policy CD63 of the Unitary Development Plan.
2)
The proposed advertisement by reason of its positioning, scale, height and location on the Shepherds Bush Roundabout would be a distraction to motorists and would comprise the safety of the highway, contrary to Policy CT1(h) of the Core Strategy.