A plan to install a new digital sign that would “emit light continuously” at the end of a Bolton street has been rejected.

The plan would have seen an existing billboard at the corner of Hulton Lane and Wigan Road in Deane replaced by a 48-sheet illuminated fascia sign.

Bolton Council had thrown out the plans and now an appeal taken to the government's Planning Inspectorate has been rejected as well.

A report by inspector Michael Cryan said: “Although the proposed digital unit would be the same size as the previous hoarding, the illumination arising from the digital display would make it a much more prominent feature in the street scene.

“On this basis I do not consider that it can be considered to be a 'like-for-like' replacement for the existing advertisement.”

The Bolton News: The plans have now been rejectedThe plans have now been rejected (Image: Wildstone Group Ltd)

The plans were first put before Bolton Council in June last year but were refused the following August.

At the time the authority said that the proposed sign “would not respect the character and appearance of the building or surrounding area".

But this prompted an appeal by the developers to the government’s planning inspectorate in a bid to overrule Bolton Council’s decision.

But on visiting the site, Mr Cryan raised concerns about the light being close to the living rooms and bedrooms of houses on Patterson Street.

His report said: "I accept of course that advertisements are, by their nature, designed and intended to be seen.

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“However, the bright appearance of the proposed digital screen would in my view would make it a more prominent part of the street scene, and much more visually intrusive, than the illuminated hoarding previously at the site.

“This would be particularly apparent in low light conditions such as during overcast days or at dawn and dusk.”

It added: “While the screen would be at an oblique angle to those windows, the continual illumination and regularly changing images would nevertheless be likely to make the advertisement a distracting and intrusive feature, and it would be harmful to living conditions for the occupiers of that house.”

The UK Planning Inspectorate ultimately decided that the appeal be thrown out.