The site on which the 10 metre high free-standing pole sign is proposed to be displayed is prominent, with a frontage onto Barkby Thorpe Lane. It is the opinion of the local planning authority that this sign, by reason of its size, design and illumination, would appear as an unduly conspicuous and incongruous feature in the street scene, which would be detrimental to the visual amenity of the area and thus contrary to advice contained in PPG19 Outdoor Advertisement Control and to the intentions of Policy EV/11 of the Borough of Charnwood Local Plan.