City of York Council planning officers turned down a planning application from Lidl for a sign next to the carpark at its supermarket in James Street.
The proposed sign would feature Lidl advertising images, would measure 6.3 metres across and 3.3 metres high, and be raised 1.5 metres from ground level.
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The planning panel for the proposed area in the Guildhall ward said the proposed sign “seemed excessive”.
The council planning officer report concluded that the proposed signage “would have a negative impact on the visual amenity of the area”, due to its size and location and would conflict with the City of York Local Plan, adopted in February this year.
The officer said the planned sign would appear obtrusive and dominant when viewed from the road, adding that although the level of illuminance would be acceptable for the area, the height and position would have an unacceptable impact on the visual amenity.
Council planning documents said a separate application from Lidl for an illuminated billboard sign on the site was refused in January 2025.
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