PLANS for a pair of giant LED advertising screens facing motorists travelling in both directions on Chester's Hoole bridge have been refused.

The proposal by Alight Media to install two six metre by three metre advertising screens on an eight-metre high steel monopole was rejected by Cheshire West and Chester Council planners yesterday.

The screens, which would have featured static illuminated advertising changing every ten seconds, were earmarked for land at the Royal Mail depot.

Among the reasons for refusal was the "detrimental" impact the screens would have on public safety next to a busy carriageway.

Make Hoole Bridge Safe Facebook page, which had raised concerns to local councillors over the proposal in regards to public safety, has welcomed the decision.

Chester and District Standard:

In a report recommending refusal, case officer Emily Reed states: "In summary, the proposal would appear out of keeping with its surroundings and include signage on land not associated with the advertisements.

"The illumination type and scale of the proposed signage also adds to the adverse visual amenity impacts. The scheme would also be detrimental in terms of public safety as a result of being illuminated with changeovers, adjacent to a busy carriageway.

"While the covering letter accompanying the submission suggests that the proposal be subject to planning conditions, it is not considered that such restrictions would be sufficient to overcome the harm that has been identified in relation to either visual amenity or public safety."

In its planning application, Alight Media had said: "We believe advertising at this site will not undermine the character and setting of the area, or pose any public safety concerns."