The local planning authority considers that the banner sign, by reason of its size, scale and location on the prominent front elevation of the building, clearly visible from New Ashby Road, is an unduly conspicuous and incongruous feature in the setting of this main approach to the town, the wider landscape and in relation to the building on which it is displayed. As such, the sign is detrimental to the visual amenity of the area and its continued display would be contrary to advice contained in PPG19 Outdoor Advertisement Control and the intentions of Policies EV/11 and EV/14 of the Borough of Charnwood Local Plan.