Controversial advertising boards have been given the green light for a prominent Meriden roundabout, overriding concerns from villagers about potential driver distraction and damage to the area's visual character.
Planning committee overrules local objections
Solihull Council's planning committee voted overwhelmingly in favour of the advertising proposal during their November 12 meeting held at the Civic Suite. The decision saw eight councillors voting for approval with just one against, following a heated debate about the implications for both safety and local aesthetics.
The application, submitted by Steve Green of CP Media in September, sought permission for four advertising signs measuring 1.2 metres by 50cm on aluminium posts. These advertisements are scheduled to remain in place on the roundabout connecting Hampton Lane, Main Road, Birmingham Road and Fillongley Road until 2030.
Residents voice strong opposition
The approval came despite significant local opposition, with 22 residents and Meriden Parish Council formally objecting during the public consultation process. Villager Jon Ashley articulated the community's concerns during the committee meeting, stating: "Many residents feel the addition of advertising signs on this roundabout will impact the character of the village centre."
Ashley emphasised the unique nature of the roundabout, describing it as having "more of the character of a park" rather than a typical traffic island. He raised specific safety worries, noting that "any advertising is intended to attract the attention of drivers which would potentially distract drivers at this important junction."
Council precedent proves decisive
Planning officers had recommended approval subject to conditions, with officer Jon Hallam assuring councillors that similar signs exist throughout the borough. He stated: "They are signs that give commercial firms the opportunity to sponsor a roundabout and have their name put on it. They are not big, the maximum height is 85cm."
Councillor Dave Pinwell highlighted that Solihull Council began introducing this type of roundabout advertising in 2010, creating a 15-year precedent without documented safety concerns. He pointed to extreme examples like Piccadilly Circus to argue that drivers routinely navigate complex visual environments without incident.
Committee chairman Councillor Bob Grinsell acknowledged the roundabout was a "lovely amenity" but clarified it was not a park "used to play on or walk around." He noted that advertising signs already exist "throughout the borough – precedence has already been set here, there and everywhere."
The council's decision means that despite local opposition, Meriden will join other areas in Solihull in featuring commercial advertising on its roundabouts, with the first signs expected to appear in the coming months.
