The display of a 12.69m x 3.04m LED commercial advertising screen, by virtue of its size, prominent position, method of illumination and siting on an extremely prominent and highly trafficked arterial road route into the City Centre, is considered wholly inappropriate. It would constitute an isolated, incongruous and overly dominant feature within the streetscene which gives long range visibility, therefore, the proposal would be to the detriment of local visual amenity and contrary to the City Council's objective of enhancing the main transport corridors into the City Centre. The proposal is contrary to Policies HD25 (Advertisements), HD18 (General Design Requirements) and OE15 (Environmental Improvement Corridors) of the Liverpool Unitary Development Plan.