PLANS for a "visually dominating" LED advertising sign near Haydock Island have been refused permission.

The application, sent to the council by Alight Media, sought consent for the display on land adjacent the highway verge, opposite the Shell Service Station. 

Plans stated the application site is located "at the edge of a sliver of woodland that overlooks the Haydock Island Roundabout where the A580 East Lancashire trunk road meets the M6 motorway". 

The proposal asked for he go-ahead to install "a single LED display unit" which "will display static poster images with no animation or special effects". 

The display surface would be three metres high and six metres wide, said plans and the screen would be turned off between the hours of 11pm and 6am.

A planning statement in the application adds: "Haydock Island a highly traversed and well-lit roadway, the ambient effect of the proposal is sufficiently contained, in accordance with the guidance set out by the Institute of Lighting Practitioners.

"During the daytime, the illumination will be adjusted by light sensors to make the image visible but not overly bright in the ambient light".

It adds: "Motorists taking due care and attention should be able to absorb the simple posters displayed, which will consist of familiar formats and advertisements seen elsewhere on other displays across the region."

Sign would 'cause distractions'

However, planning officer Julie Hine recommended refusal of the application.

In a report, she said: “The proposed digital advertisement screen by virtue of its size, scale, position and illumination would be out of character with the area in this prominent gateway location.

“The sign would be visually dominating at this complex intersection”.

It was added: “The proposed digital sign is located on a complex and busy junction forming a main transport gateway into the town of St Helens.

“Given the illuminated and changing nature of the proposed illuminated sign in close proximity to traffic signal it is considered the sign would have the potential to cause distractions to users of the junction which would cause public safety concerns”.

She added the proposal would be contrary to planning policy