'Monstrous' advertising screen approved by council

The screen will be 15ft (4.5m) from the road, and its pillar 20ft (6m) away

A advertising screen described as “monstrous” by the public will be built next to a road in Coventry.

Plans for the six-metre-wide sign with a digital display on the A444 were voted through by councillors on 19 July.

Residents raised concerns it would spoil countryside views and distract traffic, according to the Local Democracy reporting Service (LDRS).

The council said the placement of the screen had been carefully considered and safety audits would be conducted before building it.

Councillor Roger Bailey sponsored a petition signed by over 100 people against the installation of the screen.

It read: “These screens will be monstrous, spoiling what little countryside we have left in the area.

"Also the placing of these displays near the highway is questionable from issues of safety.”

Locals also raised concerns about the precedent it would set if the plans get approved.

Councillor Jackie Gardiner echoed those concerns at the meeting, adding: “Many of us have been to other parts of the country and even parts of the world where we see an absolute preponderance of adverts on the side of the road.

"It impedes on the brain in a way that’s not good."

A councillor told the meeting that the area was already “very built up” and advertising would not harm the natural environment.

Driver distraction would be addressed through conditions such as how often the images on the screen can move and how bright the screen can be, they added.

More details on exactly where the screen will be agreed later, but it will be 15ft (4.5m) from the road, and its pillar 20ft (6m) away

The sign will be switched off at night.

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