A GIANT Bellway Homes sign on the edge of the housebuilder’s new development at Elphinstone has been branded “completely and utterly uncalled for”.

The company’s Elfenne Gardens development of 90 three and four bedroom homes, just north of Main Street, at Castlehill, on the village’s western edge, is under construction.

It is understood that the sign – 9.15m wide and 3m high, supported by aluminium posts 6.5m in height – was first erected in July and faces towards the A1 to the north.

Bellway Homes applied for planning permission for the sign shortly after erecting it.

Councillor Lee-Anne Menzies, who represents Tranent, Wallyford & Macmerry on East Lothian Council, posted a video to Facebook about the sign after receiving 14 complaints from members of the public about it.

She said: “This sign was put up by Bellway Homes without any planning permission. It seems to be the industry standard of putting stuff up and applying for permission later.

“They are not doing anything that other developers don’t already do. But I wonder if they are aware of the message they are sending to the people of Elphinstone and the people of East Lothian and beyond?

“It is a big sign, higher than the houses around it. By putting it up without permission, it tells folk that they are not too fussy about the legislation around planning.

“When you’re trying to sell houses, it’s maybe not the look you’re after. You have a big sales room up the road, folk know you are building in Elphinstone. Your marketing is spot-on.

“This sign is completely and utterly uncalled for. It’s unnecessary.

“Please do something about your sign, Bellway; it’s just not a good look.”

The sign could be seen from quite some distance, Ms Menzies has found.

She said that, while it was frustrating that the sign had been erectedwithout planning permission, the planning committee could not take this into account when making a decision on the application, which was submitted on July 18.

A spokesperson for Bellway Homes said: “We have taken on board Councillor Menzies’ concerns and reviewed the location of the sign.

“However, we believe its current position to be the most suitable.

“The sign is necessary to direct people to the correct location of the new development and, with all new sites, we follow the local authority’s process for the erection of such signage.”