An application to install a digital advertising board at a petrol station has been turned down, this time over concerns the sign could distract passing motorists.
Advertising firm Wildstone Estates had sought to place the screen, measuring 2.4m high by 1.2m wide, near the entrance of an MFG operated Shell forecourt in Reading, Berkshire.
Reading Borough Council refused the application, however, arguing that the screen “would distract drivers” and “increase the risk of sudden and unpredictable vehicle movements”, in turn “increasing the risk of collisions with other vehicles or pedestrians” on a road with “high flows of traffic”.
Wildstone was recently refused permission to install a 6m by 3m digital screen by a forecourt in Canterbury, Kent, while rival firm Clear Channel was denied an application to place a 3m wide digital board by a filling station on one of the main routes out of Blackpool, Lancashire.
Plans to install a board at another MFG site in Essex were turned down last year, meanwhile, again over concerns it could distract drivers.
