...The County on its part wishes to ensure that care is taken with the display of outdoor advertisements so that they do not prejudice amenity or public safety, having regard to the specific circumstances of each proposal. Overall, the County intends to encourage the provision of well-designed advertising which respects the building or location where it is displayed and which contribute to a quality environment. There is a particular need to protect the unique qualities and amenity of the countryside and important townscape features, such as listed buildings and their settings, conservation areas and areas of townscape character, among others

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