A giant Bellway Homes sign on the edge of the housebuilder’s new development at Elphinstone has been refused planning permission retrospectively by East Lothian Council.

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. Planning permission was sought retrospectively by Bellway Homes after construction.

But the application has been refused by East Lothian Council’s planning committee with the report stating that the sign is a “harmfully prominent, intrusive and incongruous feature” and is “harmful to its landscape setting”.

The decision notice also states: “To grant advertisement consent for the display of this advertisement signage would set an undesirable precedent for the display for further advertisements in this part of Elphinstone that would create advertisement clutter, the culminative effect of which would be detrimental to the visual amenity of the area.”

Councillor Lee-Anne Menzies, ward member for the area, previously labelled the sign “completely and utterly uncalled for”, she told the Courier she welcomed the decision.

She said: “I agree with this decision 100 per cent. I think Bellway’s actions in how they have gone about things, not just with this sign but in general has not been good. I thank the public for letting us know and voicing their concerns about this sign.

“I am pleased the right decision has been made. Big developers like Bellway need to think more about how they consider the opinions of the local community, especially during difficult financial times.”

Mike Falconer, chair of Tranent and Elphinsotne Community Council, said in a statement on behalf of the group: "As your community council, we will stand up and support where we can and this refusal is testament to that. A small victory for the residents of Elphinstone. Now hopefully Bellway will remove it as quickly as they put it up."

Bellway Homes has been contacted for comment.