Firm reveals grounds for appeal after being told it can’t put ‘distracting’ advertising screen facing Chesterfield roundabout

London-based Alight Media is seeking to display a 48 sheet digital LED unit facing Lordsmill roundabout.

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However, Chesterfield Borough Council refused the firm’s planning application last month as highways bosses claimed the screen would be a ‘distraction’ to drivers.

Alight Media has now appealed against the council’s refusal to the Planning Inspectorate, saying: “The fact that the advertisement would be adjacent to a roundabout does not automatically mean that it would be hazardous.

“Similar digitally illuminated, sequential advertisement panels are displayed adjacent to roundabouts throughout the UK.

“No poster panel has ever been cited as the cause of any road accident.

“On an objective appraisal of public safety, the proposed panel would not be unduly distracting to any road-user exercising due care and diligence.

“We therefore respectfully request that the appeal be allowed.”

A spokesperson for the Planning Inspectorate said the company’s appeal had been received.

At this stage, it is not known when a decision will be made.

If its appeal is successful, Alight Media would put the 6.2m-wide, 3.2m-high unit within the Lordsmill Gate retail park.

It would be located on steel poles 2.7m above the ground and display static adverts which would change every ten seconds.

Refusing Alight Media’s planning application, the borough council said: “Overall the proposal is acceptable in design and appearance.

“The proposal would, however, add to the street clutter and be a distraction for drivers on a busy roundabout where their concentration needs to be on road conditions.

“The proposed advertisement unit would therefore compromise highway safety.”

Commenting on this subject on our Facebook page, most people were against the plans.

Michael Harrington said: “Drivers should be concentrating on the road, not reading advertising hoardings.”

Michelle Rose said: “I totally agree with the council’s decision. Roads are bad enough with the idiots on them.”

John Crofts added: “Put it up somewhere else. We don’t want it in Chesterfield.”

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