Sunderland Council Blocks Digital Billboard Near Hospital Over Safety Risks
A proposed digital advertising screen near Sunderland Royal Hospital has been denied planning approval for a second time—this time at the appeal stage—due to concerns about motorist distraction and public safety.
The application, submitted by Wildstone Estates Limited, aimed to replace an existing paper billboard with a modern illuminated digital screen on the gable wall of a property at the corner of Kayll Road and Henderson Road.
Sunderland City Council had initially refused the proposal in September 2024, warning that the screen would become an intrusive feature in the area and could pose a distraction to drivers, particularly given the hospital’s busy surroundings.
The appeal was brought before the Planning Inspectorate, which has now upheld the council’s decision. In the inspector’s report, it was noted that the area already requires high levels of attention from drivers due to bus stops, pedestrian crossings, and regular hospital traffic.
“Even a momentary distraction,” the inspector noted, “could increase the risk of accidents.”
The council had received six objections from residents in the area, raising further concerns about the billboard’s visual impact, light pollution, and its effect on nearby homes—especially since the advert was proposed to operate 24/7.
Wildstone Estates argued the billboard would modernize the space and improve advertising efficiency. However, the inspector concluded that the potential safety risks and visual disruption outweighed any commercial benefits.
This ruling marks another planning setback for digital advertising expansion in sensitive or high-traffic areas, highlighting the growing scrutiny over digital signage and its impact on urban safety and aesthetics.
