Advert signs plan for key route thrown out

A Google screenshot of London Road, with the car wash pictured and a blue building on one side of it. Cars are parked outside the car wash and a set of traffic lights are pictured further down London Road
A company had hoped to place adverts on either side of a car wash, including on the blue building [Google]

A company that wanted to place illuminated advertisement signs on a key road in Reading has had its plan dismissed.

Alight Media intended to put two signs on either side of Shine Hand Car Wash in London Road but had its proposal turned down by Reading Borough Council.

It appealed the decision with the Planning Inspectorate but it also refused the application.

Planning inspector Beth Astley-Serougi said the screens, which would have been19.7ft (6m) by 9.8ft (3m) and featured changing adverts every 10 seconds, would have been "harmful".

She said it would have been dangerous given its position close to Cemetery Junction and a pedestrian crossing in the Berkshire town.

Its closeness to the Grade II listed Reading Cemetery and to homes in Regent Street and Cholmeley Road meant it was rejected, she added.

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