A planning application for a digital advertising sign has been rejected.

The sign was supposed to be located in West Strand.

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It would have been adjacent to Neptune House and financial offices forming part of West Strand Business Park.

It also would have had advertisements transitioning on screen.

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However, the application was refused due to its ‘siting, height, scale, size and design would be an incongruous and visually intrusive feature that detracts from the character of this area’.

It also would have been located on a busy junction and adjacent to a busy road.

The application states that it ‘would be harmful to the visual amenity and character of the area, and therefore fails to accord with The National Planning Policy Guidance’.

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There was a previous application for two digital advertising signs which was also rejected.

In reaching a decision the Inspector concluded that the proposed digital advertisement would harm the visual amenity of the area and dismissed the appeal.

A digital advertising screen is already in place close to the Lane Ends junction in Ashton-on-Ribble.

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