Core Refusal Reason
The proposed digital advertising sign would create a significant distraction for motorists on the heavily trafficked Naas Road, particularly near major junctions, thereby endangering public safety by reason of a traffic hazard and failing to comply with the South Dublin County Development Plan 2022-2028.
Decision Maker's Conclusion
- The digital display, with its changing content every 10 seconds, would constitute a significant distraction to motorists on a complex section of the Naas Road characterized by high traffic volumes, bus lanes, and cycle lanes.
- The proposal is contrary to the South Dublin County Development Plan 2022-2028, which generally restricts digital signage on major roads unless specifically related to traffic management or safety.
- The applicant failed to demonstrate that the development could be accommodated without encroaching on the required 3-meter separation distance from public sewers and mains, potentially prejudice to public health.
Cited Policies (CDP)
Section 13.4.7 (Signage)Table 3.19 (Signage Strategy and Design Criteria)Section 13.1.1 (Uses not listed)Objective REGENSection 12.3.8 (Architectural Conservation Areas)Schedule 6 Implementation of the Outdoor Advertising Strategy of Variation 5 (2016-2022 Plan)
Decision Document Summary
The applicant, GWR Property Company Limited, sought planning permission to replace two existing 18sqm backlit advertising panels with a single 18sqm digital panel at a car park site on the Naas Road (R110). The site is located in an area zoned 'Objective REGEN' and is characterized by heavy traffic and proximity to major junctions like the M50. While the applicant argued that the proposal would rationalize advertising and follow modern standards with a Highway Safety Report to back their claims,...SOURCE PDFOpen Original
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