JC Decaux's huge digital advertising boards draw heavy criticism. Dressed up as of local community benefit, because a proportion of the adverts must be about council initiatives, it is very clear to residents that the benefits are to JC Decaux, a global outdoor advertising business, whose big brand clients want more and more exposure. As residents have become more concerned about these huge structures JC Decaux has devised a version which includes a defibrillator and a communications hub - with additional advertising directly facing the user.
Cllr Joanna Biddolph objected to the hoarding, as did many residents whose safety when driving out of their block of flats would be put at risk. When the planning officer recommended approval, Jo called-in the application so it could be considered by the planning committee.
Planning committee call-in
With a very strong presentation from residents, supported by Jo, and comments from planning committee members about the application going against the council's policy to reduce street clutter, the proposal was refused. You can watch the committee meeting on the council's YouTube channel. The discussion starts at 1.59.20 minutes on this link.
Before speaking, Jo showed the committee a photo that had been taken showing the scale of the existing, smaller, digital advertising board on Chiswick High Road outside Empire House. One committee member was heard to say, "It's huge!".
Cllr Biddolph's presentation
Thank you. I would like to raise seven main points objecting to this application.
First, Public Benefit
I’m sure most of you have thought what a good idea to have a defibrillator here. But this is not an application for a defibrillator. It is an application for a digital advertising hoarding. JC Decaux is a global outdoor advertising business. It has added a defibrillator to sweeten the imposition of these huge and intrusive boards on the public. Please don’t fall for the ruse. This is “advertising street furniture” specifically to meet a business purpose “connecting brands with urban audiences”. And I’ve taken those words from JC Decaux’s website.
Yes, towns need defibrillators but there already are several in Chiswick including just 768 steps away. We need a discussion in Chiswick – in all our wards, really – to decide where our defibrillators need to be for residents, workers and visitors, not for JC Decaux, which wants them where it can advertise its clients’ products.
I realise JC Decaux must include a percentage of time promoting the council’s messages. But mostly, as I saw today, the ads are for big brands: Coca Cola, McVities, Warburtons, Kenco, Costa and others.
On the communication hub, there is no evidence of demand for this. Many Chiswick cafes offer free WiFi and charging. Public phones disappeared because of lack of use. Mobile contracts provide free calls. This is another distraction to give appeal to this massive advertising board – and provide more advertising space … including adverts facing phone users.
Second, impact on walking, highways and transport
- It is huge and dominant. The photos [in the pack] do not convey this but a quick look at the JC Decaux website - and my photo - shows how large it is in relation to a person.
- It will impede walking.
- Since the previous application was refused, the use of this pavement has changed significantly.
- There is now high footfall on Brentford match days as well as on weekdays from Chiswick Business Park - 9,000 people now back at work - and from festivals in Gunnersbury Park.
- It is also a main east-west road route; drivers in both directions are the target.
- No wonder JC Decaux wants it here
- At nearly 9 feet tall (8.6ft) and nearly 4 and a half feet wide (4.38ft), it is bigger than the previous refused application.
- Defibrillators are tiny, as you can see from the photo on page 4 of the officer's report, it’s at the bottom; it does not need to be on a large structure that brings so many disbenefits.
Third, the conservation area and aesthetics
- The houses opposite are in the Wellesley Road conservation area, including No 367 Chiswick High Road which is a locally listed building and the Labour Party’s office.
- They will look out onto a lit advertising hoarding that would not be allowed on their pavement.
- The report says the area is a mixture of commercial and residential but that’s not correct.
- Apart from a vet, a beauty shop and a kitchen shop, it is blocks of flats opposite houses with the Gunnersbury Nature Reserve behind them.
- The commercialisation is further away.
- It is leafy from the High Road’s large impressive mature trees
- That vista should be the view, not gaudy bright advertising.
Fourth, it is inconsistent with the previous refused application
- Reasons were impairing visibility, causing harm to highway and pedestrian safety, an incongruous addition, harm the pedestrian experience, and failing to preserve or enhance the character of the conservation area.
- That proposal was contrary to Local Plan policies CC1, CC4, CC5 and EC2.
- So is this one.
Fifth, other boroughs are refusing or removing them
- Hackney refused nine of them – on a high street - in July last year for being a general obstruction to the detriment of the character of the area, to the safety of highway users, it would be unnecessary street clutter and obstruct views increasing the risk of collisions.
Sixth, adding more street clutter
- This application contradicts Hounslow’s own vision for Chiswick which recommends decluttering streets.
- Once they're in they can’t be removed.
- Residents objected to the huge board at Empire House (which you saw on the photo) but it was approved as JC Decaux had an earlier permission for a much smaller one. The new board was then installed. It was larger and was put in the middle of the pavement, not in line with a tree. Enforcement did not take place.
- Chiswick residents have also not forgotten Lucozade, which will mean something to some of you.
Seventh, it is loathed by residents
- They see the reality – exploiting our neighbourhood to raise advertising revenue for JC Decaux.
Please don’t be distracted by the temptation of a defibrillator and communication hub.
This is advertising disguised as a community benefit.
You are not gifting Chiswick with a defibrillator.
You are blighting Chiswick with a massive advertising hoarding.
