Plans to install a five-metre-high illuminated billboard outside a petrol station have sparked fears of light glaring into nearby homes.

Wildstone Estates wants to erect the giant screen at the Esso petrol station in Wincheap, advertising static images changing as often as every 10 seconds.

Its proposals were rejected in March, with Canterbury City Council (CCC) ruling the sign would be “intrusive” and “fail to preserve the character and appearance of the conservation area”.

Wildstone, however, has appealed the decision to the Planning Inspectorate, branding the ruling “unjustified”.

Property consultants Carter Jonas, acting on the firm’s behalf, claims the site is suitable for such advertising and has accused the council of failing to engage constructively.

“Had the council sought to work with the applicant prior to the determination of the application, whilst there was still significant time within the determination targets, it is considered that a positive outcome could have been reached,” it said.

“The appellant contests the reason for refusal and does not consider that the proposal has been properly considered on its own merits.

“This proposal is part of an industry-wide drive to rationalise, modernise and upgrade advertising infrastructure to meet modern requirements.”

The proposed billboard structure is five metres tall and has a screen that measures three metres high and six metres wide. It would be erected on a site currently occupied by a metre-tall Esso sign.

The application has drawn dozens of objections from residents and local groups.

Labour councillor Dane Buckman told KentOnline: “This very large screen is in a conservation area with lots of houses that will be impacted by the light. The screen is not on the industrial estate.

“It’s really out of character and should not be allowed in any conservation area.”

He also raised concerns about the impact on residents in the area.

“Why do they need a mammoth TV screen glaring into their homes?,” he said.

“I would be very saddened if the inspectorate granted permission for this. It would set a poor precedent for any conservation area.

“Canterbury High Street has more shops, but you would not want a TV advertising screen opposite the Beaney.”

Wincheap Society’s Barney Parsons echoed the same fears, saying: “Wincheap has been designated a conservation area because of its architectural character.

“This includes a number of Grade II-listed buildings, plus other attractive houses of differing styles from various periods of past times.

“This application's proposal is totally out of character both with its immediate surroundings and the wider Wincheap street scene.”

Nearby business owner Brian Robinson added: “Having seen a similar sign on Sturry Road, I cannot see how this would even be considered considering the size of the sign and its location. This would be totally out of place.

“Wincheap can be a very busy road at certain times of the day and this sign would be a distraction for drivers.

“Thought must also be given to the local residents who would have to put up with this display 24 hours a day.”

Digital advertising boards like the one proposed have seen rapid growth nationwide - rising from 45 in 2015 to more than 1,300 today - while traditional paper posters have halved in number over the same period.

A city council spokesperson told KentOnline: “The proposed advertising screen due to its siting, scale, size, appearance and illumination was considered to be a prominent and intrusive form of development and would fail to preserve the character and appearance of the conservation area and the architectural significance and setting of listed buildings.

“Officers considered that the harm to the heritage assets would not be outweighed by any public benefits of the proposal and refused the application.

“The applicant has exercised their right of appeal and we will defend our position through that process.”