'Intrusive' digital ad screen rejected

The digital display would have replaced a traditional print advertising hoarding

Plans for a digital advertising screen have been rejected over safety fears and concerns about the impact on people living nearby.

The display was proposed to replace a print advertising board on the junction of Kayll Road and Henderson Road near Sunderland Royal Hospital.

The 6m by 3m (19ft by 9.5ft) sign would have been "intrusive" and a "distraction to motorists" given the site's "close proximity" to the entrance of the hospital, council officers had warned.

Applicant Wildstone Estates Limited can lodge an appeal against the decision.

Six letters of objection were received from people on Henderson Road, citing concerns including light pollution, according to the Local Democracy Reporting Service.

Councillor Steven Donkin, who represents the Pallion ward, described residents as being "extremely concerned" by the proposal.

He told a City Hall planning meeting: "The light is there to serve one purpose and one purpose only - to attract attention."