A PLANNING inspector has dismissed claims that a digital roadside advertisement would not distract drivers, pointing out that the whole point of advertisements is to attract attention.

Last year, Bradford Council refused planning permission to replace a phone booth outside Barkerend Health Centre on Barkerend Road with a more modern model – which would include a digital advertising sign.

Planning officers claimed the sign would distract drivers on a busy stretch of the road.

Applicant New World Payphones appealed the decision, and this appeal has now been dismissed by a Government planning inspector.

The appeal said: “the siting of the advertisement and its changing illuminated displays would not be an undue distraction to drivers at the junction.”

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However, planning officer G Robbie pointed out: “All advertisements are intended to attract attention. At points where drivers need to take more care, they are more likely to affect public safety.

“At the time of my visit, I observed Barkerend Road to be busy. The crossing point adjacent to the appeal site and the signalised junction combined to generate significant stop-start traffic and the need for driver attention and focus remained high.

“The illuminated and changing digital nature of images on such a digital panel would present an unnecessary distraction to road users at a location where attention and vigilance is required.”