24 March 2011 · Director of Planning and Building Control
Field 521888, Cooil Road, Douglas, Isle Of Man, IM2 2qz
Dandara Commercial Ltd applied retrospectively for express consent to erect a pair of back-to-back elevated advertising signs on timber framing to promote nearby industrial units for sale or let. The site is in a yet-to-be-developed part of the Isle of Man Business Park, adjacent to Cooil Road.
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The signage was considered to constitute 'unwarranted visual clutter that is detrimental to the visual amenity of the area'.
General Policy 7
General Policy 7 states that within towns and villages, external advertisements on sites or buildings other than those to which they relate will not generally be permitted, to guard against distraction, clutter, or intrusion detracting from amenity. The officer assessed the signage as off-site (advertising units 1.2km away at Middle Farm, not visible from the site), creating unwarranted visual clutter in the area. This failed the policy test despite the site's location in a developing business park, as the harm to visual amenity outweighed the temporary advertising purpose.
Did not oppose the proposal (no highway safety concerns)
The original application for retrospective consent for a double-sided advertising sign promoting industrial units 1.2km away was refused due to visual clutter and contravention of General Policy 7. The appellant argued the sign was temporary (12 months), located in a business park with existing signage, not rural, and necessary due to the secluded location of the promoted units, distinguishing it from a previously dismissed appeal. The Council defended the refusal citing Policy 7's restriction on off-site advertising to prevent clutter. The inspector found the prominent, unrelated sign added unnecessary clutter, undermined the orderly character of the business park, and set a harmful precedent, recommending dismissal. The Minister accepted the recommendation and directed removal by 12 September 2011.
Precedent Value
Reinforces strict application of GP7 against off-site advertising in business parks to prevent clutter, even for temporary promotion of nearby units; future applicants must demonstrate clear site-relation or exceptional circumstances, as commercial desirability alone is insufficient.
Inspector: Alan Langton
