The site on which the 5 metre high double-sided monolith totem sign is proposed to be displayed is prominent, with a frontage onto the A607 (Newark Road). 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. The visual harm is exacerbated by the fact that the siting of the sign conflicts with the landscaping scheme approved as part of planning permission ref: P/03/1195/2 and yet to be implemented.