AN advertising board earmarked to go in Highcliffe high street would have a “detrimental impact” on the area, warned a planning officer.
Plans for the 3.6m x 1.6m board at 408A Lymington Road were first submitted in November last year.
The proposed signage is said to have no relationship with the business at 408A, but applicant Robert Redcliffe said he had “spoken with the shop owner”.
A planning officer visited the scheme towards the end of February, and recommended it for refusal.
They wrote in a report: “The proposed advertisement, by reason of its scale and siting is considered to have a detrimental impact on the amenity of the urban locality, adding to visual clutter with nearby signage.
“The benefits of providing the advertising space do not outweigh the significant harm to the visual amenity of the area.”
The planning officer also noted a letter of objection had been received raising concerns which included the sign being “unsympathetic to the village environment” and it resulting in “unnecessary clutter”.
BCP Council decided to refuse the application on February 28.
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