ELDC rejects plans for digital advertising board opposite Louth War Memorial

The application, submitted by Carter Jones/Clear Channel UK, was met with objections from Louth Town Council, the Civic Trust, and neighbours, and it was refused by 
ELDC on Friday, December 4.

The plans would have seen a digital advertising board replace the current board next to Morrisons, diagonally opposite the war memorial - but the applicant insisted concerns over light levels and flashing were unfounded.

Chloe Brown, speaking on behalf of Carter Jones before the decision was made last week, said: “There are a number of benefits in having a display that support multiple adverts and can change content in real time.

“For example, over the past year they have proven to be a huge help to the Government in providing a platform for public messaging during the pandemic.

“They have also increasingly been used for positive public messaging, public art, and support for charitable campaigns.

“Nevertheless, we understand the concern of local residents.

“To clarify, the replacement panel will be exactly the same size and dimensions as the existing one.

“During the daytime the light levels will adjust to the ambient light so that the panel mimics a poster display.

“At night, strict controls over the level of light will be applied to ensure that it is at an appropriate level and sensitive to the context and the adverts will be switched off between midnight and 5am.

“The display will only ever show static adverts, so there will be no movement, flashing, or animation at any time.”

Neil Tomlin, from Orme Almshouses, submitted an objection which states: “I represent 10 residents of the Orme Almshouses opposite the proposed illuminated hoarding. We wish to strongly object to this development.

“We feel that the light pollution from the boarding at night will be exceedingly intrusive into our dwellings. We feel that the proposed flashing illumination will adversely affect the wildlife. We also question the general suitability of an illuminated boarding in a Conservation Area.”

Mr Tomlin’s views were reflected in objection letters from several other residents.

The town council objected to the plans at a meeting in November, citing issues with the effect on the conservation area, the ‘overbearing nature’ of the plans, highway safety, and various other issues. The town council added: “It is administered by a national agency whose application has no regard for the locality. It would be an eyesore imposed by remote commercial interests.

“The application also contains many inaccuracies and contradictions like quoting street names that don’t exist, muddling whether it is or isn’t in a Conservation Area. “It has clearly been prepared by someone as a cut-and-paste exercise with no knowledge of, or regard to the location.”

Following ELDC’s decision to refuse planning permission, a document stating the reasons for refusal state: “The proposed advertisement would by virtue of its size, position and degree of illumination result in an incongruous and unduly prominent feature in the area and as such would be detrimental to the distinctive character of 
the Louth Conservation Area.

“In addition the application fails to adequately assess the significance of the nearby listed buildings nor the Louth Conservation Area, or the impact of the proposal upon these designated heritage assets to a level proportionate to their importance.”