Illuminated advertisement board rejected due to safety concern

Wildstone Estates asked for permission to replace the current static poster hoardings with a digital version at the Parkgate end of Effingham Street.

But Nigel Davey, highway development management engineer at Rotherham Council, said: “I consider that the provision of a digital screen in this location would constitute a distraction for drivers and make them slow down, even if momentarily, with the consequent interruption to the flow of traffic and a seriously increased risk of a collision, and therefore I would not support the application.”

The plans were rejected by RMBC’s planning department. A spokesperson said: “The screen, at the junction of St Ann’s Road and Effingham Street and an uncontrolled pedestrian crossing point, together with the illumination and changing images, would constitute a source of distraction to motorists, to the detriment of the safe flow of traffic and pedestrian safety.”