A huge digital advertising hoarding in Manchester's Northern Quarter, described as 'overbearing' and 'intrusive', is to be taken down following a court battle. The 19-metre by 5-metre display on the busy crossroads of Rochdale Road and Addington Street was said to be 'considerably at odds' with the surrounding architecture. The billboard, which shows a changing roll of adverts, must be removed by August 29 after the firm behind it, City Outdoor Media Limited, lost a court appeal.
Council Action and Court Ruling
Manchester City Council issued a 'discontinuation notice' ordering the hoarding to be taken down, arguing it was 'contrary to the overall aims of the regeneration strategies for New Cross, NOMA and the Northern gateway'. The council inspector noted that the illuminated sign required 'increased cognitive demand', potentially causing a 'severe' distraction for drivers and being 'detrimental' to road safety.
Planning permission for the hoarding was first granted in September 2013, but it was replaced by the current digital billboard in 2021. A council inspector who visited the site in 2024 described the 'very large' billboard as 'intrusive' and 'overbearing', adding: 'Its scale and bright and constantly changing displays also jar with the appearance of the surrounding buildings.'
Legal Challenge Rejected
Lawyers for City Outdoor Media argued that the discontinuation notice was 'draconian', but this was rejected by Appeal Court judges. The court upheld the council's decision, paving the way for the billboard's removal.
Local Reactions
Nearby residents reacted to the news on Thursday. Hasan Alshawaf, who lives in Angel Gardens, an apartment block opposite the hoarding, said: 'It is massive. It doesn't really bother me that much, but there are lots of advertising screens around town and they give out so much light. We don't need to turn the lights on at night, we just open up the curtains.'
Fellow resident Ryazard, who declined to give his surname, said: 'I think it's really ugly. Luckily I live on the other side, but if we overlooked it it would drive me mad. This is such a busy intersection and people are sat here waiting for the green light. It's in their peripheral vision all the time, so you kind of have to look.'
Angela Webb, from Glasgow, who had been staying in the area during a trip to Manchester, added: 'If you are driving past it every day I can see how it would annoy you, but I don't think it's that bad. I suppose if you were trying to advertise your apartments round here it would be intrusive.'
Council Statement
A Manchester City Council spokesperson said: 'We welcome the outcome of the court result following a complex and lengthy process to remove the large advertisement on Rochdale Road near the city centre. It was our view that the display detracted from the efforts to regenerate this area. The conclusion of the court process, which was a challenge of the inspector's decision, means that the deadline for removing the display is Saturday, August 29. We feel this action will support the ongoing investment in the area and create a more attractive and pleasant city scene.'
City Outdoor Media Limited have been approached for comment.
