The local planning authority is of the opinion that the sign and the flagpoles, because of their excessive length, height and number and their siting in the rural foreground to the village of Woodthorpe, would be very intrusive in the rural landscape and thereby seriously detrimental to the visual amenity of the area. The display of advertisements so damaging to the amenities of the area in terms of scale, siting and design, would be in conflict with the provisions of Policy EV/12 of the Deposit Draft Borough of Charnwood Local Plan.