1)
The proposed advertisement, by reason of its excessive size, scale, height, width, as well as form, visual mass, method of illumination, and siting in a prominent location, would appear unduly prominent and dominant along Portobello Road. Consequently, the advertisement would cause visual intrusion to the street scene, divert attention from the high-quality townscape of the surrounding area and adversely harm the visual amenity of the streetscape and neighbouring occupiers, contrary to policies CL1, CL2, CR4 and CL11 of the Local Plan 2019 and would be contrary to the National Planning Policy Framework.