Tesco has been criticised for having too many promotional signs outside its new-look Burnham-On-Sea store as its latest planning application for two additional signs has been turned down this week.
The supermarket giant had applied for Advertisement Consent to install two large 3.5×2 metre signs either side of the entrance to its newly expanded store in Ben Travers Way.
But the proposals have been turned down by Sedgemoor District Council after objections from local residents and the Town Council.
Deputy Town Clerk, Denise Emery, said: “The Town Council strongly objects to this application on the grounds that it is over-signage.”
“On the original planning application from Tesco for all the signage on the site of the extended store, the Town Council objected to over signage and Tesco removed the two signs from the entrance.”
“Although there remain a plethora of signs, the Town Council removed its objection on the basis that there had been this small compromise. The Town Council is therefore disappointed to see this application come forward.”
“The signs are not directional, or informative, merely additional advertising, and are placed in a prominent part of this residential area.”
Sedgemoor District Council’s Case Officer, Rebecca Miller, this week explained the district council’s reasons for rejecting the application.
“By virtue of their siting, size and design, the proposed promotional banners will visually detract from the character and appearance of the local area and harm the visual amenity of the street scene.”
“The addition of these promotional banners will result in visual clutter as there are already many signs and adverts displayed on the site. The promotional banners are therefore contrary to policies.”
The store’s expansion has created 40 new jobs and work is due to be finished shortly.
