Amenity protection in countryside locations

In relation to advertisements and signage the term amenity is usually understood to mean their effect upon the appearance of the building or structure or the immediate neighbourhood where they are displayed, or their impact over long distance views. The amenity of the countryside is particularly important and there is a need to protect its unique qualities from the negative effects of advertising and signage. The only advertisements and signs likely to be acceptable in the countryside are those proposed on site and which relate to existing or approved commercial enterprises. These should be small in scale and not detract from the quality and character of the local landscape.