A bid to install a new digital poster display close to a retail park in a coastal town has been turned down.
Plans to unveil a new free-standing digital-48 sheet advertisement at the top of an embankment near to the North Quay Retail Park in Lowestoft were refused after the proposals were described as "visually intrusive."
An application centring around "Illuminated Advertisement Consent" for the "erection of a new digital poster display" on Peto Way, Lowestoft was "refused" by East Suffolk Council under delegated powers.
Proposals to install a new D-Poster display that would have been "capable of displaying six advertising campaigns at a time, sequencing every 10 seconds" were submitted to East Suffolk Council in July.
The scheme lodged by Alder King Planning Consultants on behalf of the applicant Wildstone Estates Limited said: "The proposal seeks to erect a new D-Poster in an area that is primarily commercial in character.
"The site will help to establish a network of displays in the area.
"This proposal is part of an industry-wide drive to rationalise, modernise and upgrade advertising infrastructure to meet modern requirements."
With the D-Poster proposals earmarked to "display multiple static advertisements on rotation," the application was refused under delegated powers by the council.
A report from a delegated officer at East Suffolk Council said: "It is considered that the erection of the proposed illuminated signage would have an adverse visual impact on the amenity and character of the area, by reason of its large scale, size and visual prominence, located at the top of an embankment on the northern side of Denmark Road, Lowestoft."
With the proposals to be "positioned 1.5 metres above ground level, at the top of a grassed embankment," it adds: "The location would be in a highly prominent and visible location from Denmark Road and the Gull Wing Bridge, once complete.
"The proposed signage is considered to detract from 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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