'Visually jarring' digital advert display denied

A 2.5m-high digital display was proposed for the petrol station on Lower Bar, Newport

A digital advertising display cannot be added to a Shropshire petrol station because it would "introduce a modern, visually assertive feature" into a "sensitive historic setting."

Independent forecourt operator Motor Fuel Group (MFG) wants to modernise advertising equipment at the site on Lower Bar, Newport.

The 2.5m-high illuminated display would be capable of displaying six advertising campaigns at a time, changing every 10 seconds.

But planners at Telford and Wrekin Council decided the proposed signage would appear "visually jarring, especially in low light, and detract from the historic character and appearance of the town's conservation area".

The agent for MFG said there were more than 75,000 of the displays in the UK, the petrol station already had various commercial signs, and there was business-related signage and advertisements in the area.

But council planners said internally illuminated signage was generally avoided in conservation areas unless absolutely necessary for reasons of safety or security.

They stated that the petrol station is close to a number of Grade II listed buildings, including The Swan pub.

This news was gathered by the Local Democracy Reporting Service, which covers councils and other public service organisations.