Plans to install a large digital billboard next to the M606 have been refused – with highways officers raising concerns it would distract motorway drivers.
The application would have seen the 6.5m wide x 2.5m high digital sign fitted onto the side of the PEC building on Commondale Way – which faces onto the M606.
The plans had been submitted by Surjit Singh.
But highways officers at Bradford Council said it was “wholly inappropriate” to fit an advertisement that was likely to distract drivers on a busy motorway.
Refusing the application, planning officers said: “The proposed sign faces directly towards the M606 motorway.
“Vehicles travel along the highway at high speed.
“Motorway driving requires a high level of concentration, and this is particularly the case when approaching a junction where vehicles are either existing the motorway (northbound) or joining (southbound).
“A digital advertisement display on the subject building, immediately adjacent to the motorway would cause a distraction for motorists which would result in detriment to public/highway safety.
“Such a sign would be wholly inappropriate in such close proximity to the motorway, given its target audience is drivers travelling at speed and approaching a junction.”
