The banners were to measure 6m by 3m and would be mounted on a trailer set across a narrow wedge of farmland. The advertisement appeals inspector decided that they would be eye-catching and would compete inappropriately for drivers' attention with official traffic signs on the motorway and those signalling the exit slip road.
Unlike the official signs, the inspector found that the banners would carry a variety of promotional material and would be displayed without the discipline of a legend or site approved by the highway authority.
He opined that drivers attracted to the bold roadside feature might not be able to assimilate its messages gradually on approach or at a glance in passing.
The inspector concluded that any further distraction to drivers would materially increase the risk of accidents. On the issue of amenity, he considered that the banners would appear large and unduly assertive and would be wholly out of character with their rural setting.
DCS No: 100038090; Inspector: Malcolm Rowe; Written representations.