A PROPOSED advertising sign at a Thurrock service station has been confirmed as having a "harmful effect on public safety" by the government's Planning Inspectorate,

An appeal against the refusal of planning permission for the illuminated sign outside an Esso garage, which was deemed a hazard to motorists, has been lost.

Outdoor advertising company, Wildstone Estates Limited, had an application for permission for a digital advertising screen at an Esso garage in a 50mph stretch of Arterial Road, Purfleet refused by Thurrock Council.

The site features the Esso service station with a large canopy and an associated shop, electric charging Station/car wash and Burger King drive thru as well as a number of other advertising signs within the boundaries of the site.

Planning officers said the 2.4 metre high illuminated board, which would display six adverts in ten-second slots, would, in combination to other advertisements and street furniture in the area, "create visual clutter which would be harmful to the character and visual amenities of the area".

They added "The proposed advertisement would be positioned to catch the attention of road users travelling in a westerly direction as well as drivers and other highway users turning into the site.

"On approaching the site, drivers are already presented with a wide range of advertisement material. The proposed advertisement, due to its size, illumination, and the frequent changing of static images would be particularly striking and eye catching."

The planning inspectorate agreed. A report to Thurrock Council's planning committee said: "Given the heavy traffic conditions and the speed that some vehicles would inevitably be travelling, the Inspector's concern is that the proposed illuminated advertisement, with its display of static but changing imagery, would be likely to divert some drivers' attention at a critical time when vehicles ahead may be braking and slowing down to turn into the site, thereby increasing the risk of collisions.

"Furthermore, drivers distracted by the advertisement may be less aware of pedestrians and other road users crossing the wide entrance into the site."

The inspector concluded that the proposal would have a "harmful effect on public safety".