New 27ft-high screen to stand by Black Country motorway

The 24ft-wide LED screen will be placed between West Bromwich and Great Barr, reaching up to 60ft off the ground.

The plans for greenbelt land off Ray Hall Lane were approved by a majority vote during a Sandwell Council meeting despite opposition from residents and some councillors.

There had been 11 objections for it being out of character with the area, potentially distracting drivers, poor design and the impact it could have on wildlife.

Councillor Paul Moore, speaking during the meeting, said: "This would be built on the greenbelt, but in an area of poor quality land next to the motorway."

Charlemont councillor Liam Preece, who had strongly opposed the plans, said he thought the idea would be bad for residents, the environment, and would seriously affect the safety of drivers on the M5 and M6 motorways.

He questioned whether the council had looked at any alternative pieces of land where the advertising board could be placed.

Councillor Moore said the council had looked at numerous sites but felt the proposed area would be the best position. He said: "The decision simply depends on whether we should depart from planning policy or not.

"This particular piece of land is poor quality with a main motorway next door."

Council leader Darren Cooper, who moved to approve the plans, said all councillors would get a free vote on the issue.

Concerns had previously been raised about similar advertising boards being built in other parts of the Black Country. Walsall Council granted consent for a 50ft illuminated sign to be built between junctions nine at Wednesbury and 10 at Walsall on the M6 in August.

The Highways Agency and Sandwell Council had both objected to the double-sided hoarding on land near Gallagher Retail Park.

The Highways Agency condemned the rising number of large advertising hoardings along the M6 in the Black Country in 2009, saying they 'pose a serious danger to drivers'.