AN ILLUMINATED advertising board which a resident claimed would turn a residential street into Las Vegas has been refused.

Planning permission for the billboard was denied because of its size and visibility which was thought to damage the look of the area.

The sign would have been placed on the wall of a property in Elm Grove, Brighton, replacing an existing “poster and paste billboard”.

A notice of refusal of consent stated: “The proposed illuminated billboard, by reason of its large scale, modern appearance and highly visible location, in conjunction with the context within a historically established, primarily residential setting, would result in an incongruous feature that would cause substantial damage to the visual amenity of the local area contrary to policy QD12 of the Brighton and Hove Local Plan.”

Policy QD12 says that only advertisements and signs which are “sensitively designed and located” as well as ones which “contribute to the visual amenity of the area and do not prejudice public safety” will be allowed in the city.

Many neighbours were vehemently opposed to the plans and voiced their feelings on the planning application early last month.

The document, put forward by advertising company Clear Channel, racked up 47 objections which were lodged via Brighton and Hove City Council’s planning website.

One commenter said it would “intrude into the bedrooms and living rooms” of houses in the street and “cause a dangerous distraction, and possible confusion, to drivers at an important junction”.