The Forest Hill Society development committee are currently finalising our objection to this development. I will provide the full text once it has been finalised (probably after the AGM on Thursday as we have an opportunity to hear from local residents affected by this development).

However, I would point to a few policies:
Lewisham Policy URB 9 Signs and Hoardings - 'The Council will resist the display of poster hoardings which are considered to be out of scale and character with the building/site on which they are displayed.'
council policy URB 8 Shopfronts - 'In Conservation Areas the Council will additionally:
(h) require all new shopfronts and advertisements to relate well to existing buildings and street scene, be of a high quality design with appropriate materials that preserve and enhance the character of the area; the use of wood will be encouraged and aluminium or UPVC discouraged;
(i) normally refuse permission for temporary promotional banners and other forms of temporary advertising where they would detract from the character or appearance of a conservation area.'
London Plan policy 4A.14 which states 'Boroughs should encourage the retention of soft landscaping in front gardens and other means of reducing or at least not increasing the amount of hard standing associated with existing homes.'
council policy STR.URB 2 - 'To preserve and enhance buildings of architectural or historic interest and their settings, and preserve or enhance the character or appearance of Conservation Areas'

I hope this helps in formulating objections.