PLANNING officers have turned down an application for a digital billboard on Westgate, Otley saying it would "form a stark, incongruous and obtrusive addition" to the high street.

It is a victory for environmental campaign group Otley 2030 who had organised a petition against the digital billboard application and local councillors who had also objected to the plan.

Wildstone, owners of outdoor media infrastructure, submitted the application for a new digital billboard on land at 52 Westgate back in May. The application proposed removing one existing billboard on the site and converting the other to digital.

The company had argued it would save paper and reduce carbon emissions from vehicle trips as new advertisements would not need to be physically updated every two weeks.

It also maintained its digital displays are the most energy efficient on the market, using the latest technology to automatically adjust to changing light conditions - reducing light pollution.

However, refusing consent for the digital advertising display, the chief planning officer for Leeds City Council said: "The Local Planning Authority considers that the proposed internally illuminated digital billboard, by reason of its size, illumination, rotating images, prominent location and close proximity to residential dwellings, would form a stark, incongruous and obtrusive addition, to the detriment of the character and appearance of the street scene, special character of the Conservation Area and residential amenity of the occupants of neighbouring dwellings.

"The Local Planning Authority considers that the proposed internally illuminated digital billboard, by reason of its size, illumination, rotating images and prominent location on a strategic transport route, in close proximity to a zebra crossing and committed highway scheme to provide a signal controlled junction with associated pedestrian crossings and infrastructure would result in driver and pedestrian distraction."

Local councillors Colin Campbell, Ryk Downes and Sandy Lay have welcomed the decision.

"This was a totally inappropriate location for this type of sign," said Cllr Lay (Lib Dem, Otley & Yeadon). "It would have potentially caused a road safety issue and the illumination would have had a detrimental effect on residents."

"We also felt that this type of sign is out of character within the Otley Conservation area, " said Cllr Campbell (Lib Dem, Otley & Yeadon). "It would go against all we are trying to do to protect the historic fabric of the town."

A spokesperson for Otley 2030 said: “Otley 2030 welcomes the news that Leeds City Council has made the right call on this unacceptable application, in line with their own climate commitments.

"Illuminated billboards have a huge carbon footprint and the proposed billboard on Westgate would have caused serious and unnecessary disturbance to local residents and wildlife, as well as being a road hazard. Hundreds of people signed our petition against the application and it’s good news that the council has made a decision which supports and respects the town, the Otley community and the climate emergency.”