ANDOVER councillors have objected to plans for a digital advertising display board they fear would be a “traffic distraction”.

Last month, members of Andover Town Council’s Planning Committee discussed an application from company Alight Media, to replace an advertising display at Arcade House on Westbrook Close with an internally illuminated 48-sheet digital advertisement display.

The board would be placed on the junction of Westbrook Close and South Street, leading to concerns over its distraction for drivers.

Currently, there is a non-digital, “paper”, advertising board on the site.

In its documents, the applicant states: “The principle of advertising at this location is well established. Given the long period the site has been in advertising use and that it is an accepted part of the street scene, it is not considered that the modernisation of its presentation style, will undermine the character and setting of the area, or pose any public safety concerns.”

SEE ALSO: Town council objects to planned illuminated sign at Clarks shoe shop

However, Cllr Luigi Gregori said: “It’s very distracting. The plan is for it to flash every ten seconds and I think it should be once every two minutes.”

Cllr Barbara Long asked: “Westbrook Close is a dead end, why would you want a digital advertising screen there?”

Responding, Cllr Christopher Ecclestone added: “Where they put it is not the relevant thing, it’s who can see it and from where.”

The application will now be considered by Test Valley Borough Council. To view it in full, visit: view-applications.testvalley.gov.uk/online-applications and use reference 22/00750/ADVN.

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