The local planning authority is of the opinion that the sign by reason of its size appears as an unduly conspicuous and uncongruous feature within this rural location, an Area of Special Control for Advertisements, to the detriment of visual amenity and also harmful to the setting of the Grade 11 Listed Building, Rothley Station bridge. The display is, therefore, contrary to the provisions of national policies as expressed in Planning Policy Guidance 19 Outdoor Advertisement Control. Note To Applicant In the light of the above refusal of consent, you are advised to remove the authorised sign forthwith.