THURROCK Council has refused permission for a digital advertising board at a petrol station saying it would be a dangerous distraction for motorists.

An application for the illuminated 2.4 metre by 1.23 metre board at the Esso garage in Arterial Road, Purfleet-on-Thames would have displayed changing adverts on the 50mph road. The board would be capable of displaying six adverts at a time "sequencing every ten seconds".

The council's highways team said this could prove unsafe for motorists.

A report said: "The particular issue in this instance is in respect of the potential distraction to traffic on a fast moving road. This location is close proximity to a number of accesses and also to the approach to a roundabout.

"Concern is raised that this advertisement may cause a distraction to drivers in an area where it would be critical for traffic to have full attention of the road conditions."

The applicant maintained the sign would not result in undue risk to road or pedestrian safety as a result of a significant driver distraction and would not constitute a severe impact.

However, planning officers refused the application saying: "It is clear that the size of the sign is likely to cause a distraction as drivers will need to concentrate to be able to read what is set on the sign and it is more important that drivers' attention is on the road.

"Although it is noted that the applicant is suggesting an operation for the sign limiting how it switches adverts, concerns still remain regarding road safety and the distraction to fast moving traffic and the distraction to traffic using the nearby accesses."

They added: "It is considered that in view of the potential safety issues regarding a changing advertisement on this type of road rural in nature, the class of road being a level 1 route, the speed of traffic along the road, and the close proximity to a number of accesses, that this proposal would be a road safety hazard and contrary to policy."

Officers also said the board would have been close to other advertisements and street furniture within the vicinity and "would create visual clutter which would be harmful to the character and visual amenities of the area".