Plans for a large electronic sign have been thrown out over safety fears.
The freestanding LED advertising panel put forward for Newport Retail Park was turned down by Newport City Council because of worries it would seriously distract drivers at one of the retail park’s busiest roundabouts, located off Spytty Road in Liswerry.
The display, standing 4 metres tall and spanning 6.4 metres wide, would have been positioned near Home Bargains on a metal frame close to the roundabout where Central Avenue and Seven Stiles Avenue meet.
This application marked a second submission after an identical plan was dismissed in July 2025.
Previously, planning experts had ruled that the sign would undermine road safety due to its size, location, and how visible it would be, breaching a regulation in the Newport Local Development Plan and a Welsh Government guideline on outdoor advertising.
Although the revised scheme attempted to tackle earlier concerns by raising the display by 500 millimetres above current roundabout signage, shifting it slightly towards the south-east, and incorporating landscape improvements, council road transport professionals still voiced opposition.
The document stated the sign’s location would fill the driver’s view and divert their attention when approaching from Central Avenue and Seven Stiles Avenue, drawing focus away from road markings, pedestrians and other vehicles at a complex, busy roundabout within the park.
Officers also warned that the internal road network carries heavy traffic volumes, including large goods vehicles, car transporters, and retail park visitors.
Further issues include the lack of formal pedestrian crossings, unclear roundabout line markings, and cars regularly obstructing footpaths.
Planning officers said the electronic advertisement, purposefully created to capture notice, represented a significant risk to public safety at this spot and could not be resolved through planning conditions.
This conclusion was reached despite previous accident data being satisfactory and visibility being good.
Heritage experts confirmed no archaeological work was required, and environmental health officers raised no concerns subject to conditions, yet these matters were outweighed by the transport safety dangers.
The planning report noted the digital display would have a major adverse impact on protected interests, particularly highway safety, resulting in the application’s refusal.
Officers explained that because no alternative location for the sign within the site could be found, and the proposed changes were insufficient to overcome the original reasons for refusal, the decision remained the same.
The refusal related to non-compliance with Policy GP4 (Transport and Access) of the Newport Local Development Plan, Planning Policy Wales, and TAN 7.
No harm to nearby homes or unreasonable impact on residential enjoyment was identified.