Plans for LED advertising hoardings overlooking M67 condemned as 'a safety risk'

Plans for two LED advertising boards overlooking the M67 have been withdrawn after officials called them ‘an unnecessary safety risk’. 

The electronic signs at Malbern Business Park in Denton would have reached 15 metres high from ground level, with the top half showing ads to motorway traffic on a 5.12m x 7.68m screen. 

The road sees an average of almost 55,000 vehicles per day. 

In their application, the business park’s representatives said: “This proposal is part of a national shift towards the use of digital displays by the signage industry, positively contributing towards the desire for a sustainable and flexible advertising estate.” 

They also attempted to draw similarities with the traditional advertising hoardings and vinyl banners that the trading estate’s businesses have facing the A57, which runs parallel to – but lower than – the motorway. 

However, Bruce Parker, Head of Planning and Development at National Highways condemned the idea in his report, saying: “it is apparent that the users of the immediately adjacent M67 motorway are the intended target audience for the signs and their content. 

“Furthermore, the proposed signs would be located in close proximity to a busy and complex junction (Denton Island) known for heavy traffic flow, where drivers need to be concentrating on lane positioning. 

“Given the high volume of vehicles at this location, the addition of large, bright LED signs could serve as a significant distraction to drivers, diverting their attention away from the carriageway.  

“In addition, motorists travelling east on the M67 should also be conscious of weaving movements as the carriageway increases from two to three lanes. The presence of any distraction in this location should not be promoted.” 

The report ends by saying the signs would increase the probability of collisions, although only one accident happened on that stretch of the motorway in the past three years.