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

The sign was supposed to be located in West Strand.

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.

Read more: Plans for 400 new homes just off the Tank roundabout at Leyland are lodged

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’.

See the latest news and information near you

Read more: Winckley Square lit up by new lampposts

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.

Read more: See the latest Preston news and headlines