A bid to install a new digital poster display in Lowestoft has been turned down.
Plans to unveil a new illuminated digital-48 sheet advertisement display on Whapload Road were refused after the proposals were described as "incongruous" to the area.
An application centring around "Illuminated Advertisement Consent" for the "New single illuminated 48-sheet digital advertisement display" at 233 Whapload Road in Lowestoft was "refused" by East Suffolk Council under delegated powers.
Proposals to install the new illuminated digital poster display that would "present a range of static images on a 10 second sequence," were submitted to East Suffolk Council in May.
Proposals lodged by agents Turnkey Design Partnership Ltd on behalf of the applicant Alight Media said the illuminated digital display "would face towards southbound traffic travelling along Whapload Road".
It adds: "We believe advertising at this site will not undermine the character and setting of the area, or pose any public safety concerns."
With the illuminated digital poster display proposed to be sited on the western side of Whapload Road "positioned to face north on a steel support structure, measuring 6.4 x 3.4 metres," the application was refused under delegated powers by the council earlier this month.
With no objections nor any third party representations, a report from the delegated officer at East Suffolk Council said: "When looking south along Whapload Road, there is presently an uninterrupted view of warehousing which forms the distinctive character of the area.
"The proposed advertisement would therefore appear incongruous.
"Having regard to the site's location in the North Lowestoft Conservation Area and the Historic High Street and Scores area of Lowestoft, a freestanding digital display of this size and scale, and in this elevated position, would be highly visible and harmful to the visual amenity of the area."
A decision notice letter from the council, citing the refusal of consent for the display of advertisements, stated: "East Suffolk Council hereby refuse to permit the development."
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