National Highways has strongly recommended that plans for a digital advertising unit on land at The Richmond Place Club in Hereford are refused, due to concerns over the risk of distracting motorists using the A49 and surrounding junctions.
National Highways said that the plans ‘had the potential to cause a hazard to road users by impairing the effectiveness of adjacent traffic signs and awareness of the road layout’.
They then went on to say that ‘the proposed advert is likely to cause a distraction to A49 motorists within an important decision making zone which requires particular driver attention. We are concerned that this proposal would be detrimental to public safety and as such we strongly recommend that this proposal is refused’.
Alight Media Ltd have submitted the plans to Herefordshire Council for the proposed installation of 1 x 48 sheet freestanding digital advertising display unit, measuring 6.4m wide x 3.4m high, and comprising pressed metal frame with sealed LED screen.
A previous application for a similar sized advertising board next to Hereford FC’s stadium was rejected.
