PLANNING officers have refused an application to install a digital sign in Bingley - questioning the applicant’s claims the surrounding area was “commercial.”

Air Outdoor Media Limited submitted plans to replace the existing billboard on the side of 7 Poplar Terrace - facing Bradford Road, with an illuminated digital sign in September. They argued that the surrounding area was a mainly commercial area.

But Bradford Council has now refused the application, pointing out that there were numerous houses around the sign.

Officers said: “Permanent, illuminated displays of this size would be out of keeping with the predominantly residential character of this part of Bradford Road and the surrounding streets.”

PLANNING officers have refused an application to install a digital sign in Bingley - questioning the applicant's claims the surrounding area was "commercial."

Air Outdoor Media Limited submitted plans to replace the existing billboard on the side of 7 Poplar Terrace - facing Bradford Road, with an illuminated digital sign in September. They argued that the surrounding area was a mainly commercial area of Bingley.

But Bradford Council has now refused the application, pointing out that there were numerous houses around the sign.

It is the latest in a string of planning applications for illuminated digital signs that the Council has refused in recent years.

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Referring to the claim that this sign would be in a mainly commercial area, planning officers said: "Although there are some commercial uses in the form of local convenience stores, barber's shop and takeaways within the terrace across the road from the site, the surroundings are best described as being an area of mixed use with a predominance of residential.

"The approach to the site from the east towards the display is certainly through a strongly residential area.

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"The constant illumination of the digital display, even if controlled by the suggested conditions, would make this advertisement much more apparent and conspicuous to passers and local residents than the existing display.

"Permanent, illuminated displays of this size would be out of keeping with the predominantly residential character of this part of Bradford Road and the surrounding streets."