Advertising boards will soon be installed on three roundabouts in Balsall Common following approval by Solihull Council, despite worries that the signs may distract drivers.
The proposal, submitted last May by Steve Green of CP Media, includes plans for four signs on the Kenilworth Road and Station Road roundabout, four on the Dengate Drive and Chapel Drive roundabout, and three on the Kenilworth Road and Hallmeadow Road roundabout. Each sign measures 1.2 metres by 50 centimetres and will be mounted on aluminium posts, facing the entrance roads to the village roundabouts.
During the public consultation, objections were raised, notably by Balsall Parish Council, citing safety concerns. Balsall parish councillor Richard Lloyd emphasized the vulnerability of pedestrians, children, elderly residents, and cyclists using these small, busy roundabouts. He warned that the advertisements could distract drivers at a critical point on the main village road, discouraging cluttered streets and compromising community aesthetics.
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At the Solihull Council planning committee meeting, planning officer Kim Allen described the non-illuminated signs as “innocuous” and relatively low-profile. She noted that while a similar application was rejected in 2018 for one of the roundabouts, the committee’s considerations are limited to public safety and visual amenity. Council highways engineers raised no objections, suggesting the signs blend into surrounding street furniture.
Debate among councillors revealed mixed views. Councillor David Cole saw little risk, noting the prevalence of similar signs in the borough and their lack of impact on road safety. Conversely, Councillor Mark Wilson acknowledged that distractions could contribute to accidents, although he voted in favor of the signs despite concerns about visual clutter. Councillor Dave Pinwell supported the view that there is no proven highway safety risk.
The final vote saw eight councillors in favor of the advertisement installations, none against, and one abstention. The meeting took place at the Civic Suite on March 11, marking the beginning of a new chapter for Balsall Common’s roundabouts.