The local planning authority is of the opinion that the banner sign, due to its siting, scale, design and form in this prominent location is detrimental to the visual amenities of the area by introducing an incongruous feature within the street scene that is out of character and keeping with the premises upon which it is displayed and detrimental to the visual amenity of the area. As such, the development would be contrary to advice contained in PPG19 Outdoor Advertisement Control which seeks specifically to ensure that new advertisements are compatible with the interests of amenity and safety.