Core Refusal Reason
The proposal fails to comply with the rationalisation policy of the Outdoor Advertising Strategy, which requires the removal of existing signage to offset new installations.
Decision Maker's Conclusion
- The development does not include the removal of an existing advertisement panel, which is a requirement for new structures to ensure the rationalisation of advertising in the city.
- The provision of an additional digital panel would lead to an undesirable proliferation of signage, setting a negative precedent for the area.
- The proposal would be seriously injurious to the visual amenity of the locality and is contrary to the proper planning and sustainable development of the area.
Cited Policies (CDP)
Appendix 17 (Outdoor Advertising Strategy)Dublin City Development Plan 2022–2028
Decision Document Summary
The proposal involved the erection of a 2m wide by 3m high digital advertisement panel at Lowe's Pub, 27 Dolphin's Barn Street, Dublin 8. Dublin City Council refused permission because the application did not provide for the removal of any existing signage to rationalise advertising in the city, as mandated by Appendix 17 of the Dublin City Development Plan 2022–2028. It was concluded that the additional signage would result in visual clutter and injure the amenity of the area....SOURCE PDFOpen Original
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