A DIGITAL advertising sign would "change the character" of a retail park - according to planning officers.
A planning application to install an LED sign "to advertise special offers" on the former Mothercare unit at Forster Square Retail Park has been refused by Bradford Council.
The unit has been shut for several months, although Wren Kitchens has revealed plans to move into the large shop.
The new application would have seen the digital sign, which would feature scrolling messages, installed under the existing large signage on the front of the building.
But planning officers raised concerns about the plans, fearing it would lead to an advertising "arms race" as other retailers adopt similar signage to compete.
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They said: "Previous advertisement consents have been limited to fixed advertisement displays and the proposal with intermittent LED illumination is far more eye catching and would significantly change the character of the nature of advertisement displays in this retail park."
"In this respect the proposed unit would 'out compete' the others signs and out lead to other retailers adopting similar intermittent displays further altering the character of the areas and in the officers' view this would have a have a negative impact upon the character of the retail park."
Highways officers also raised concerns, saying: "It is considered the proposal could result in glare and dazzle, and/or distract road-users on, particularly in misty or wet weather which would not be in the best interests of highway safety."
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