Sydney road billboard slammed by residents as ‘ugly’ and ’visually distracting’

Billboard backlash has broken out over a newly installed digital advertising sign over a busy Sydney road that critics have labelled ‘ugly’ and ‘dangerous’. Have your say in our poll.

Billboard backlash has broken out over a newly installed digital advertising sign over a busy Hunters Hill road that critics have labelled “ugly” and incongruous with the “heritage values” of the suburb.

A flood of residents have put their name to separate petitions calling on Transport for NSW to remove a prominent advertising billboard installed earlier this month on the Church St overpass crossing Burns Bay Rd.

The billboard – which cost the state government $907,500 to install – measures 12.6m in width and 3.3m in height and displays illuminated advertisements on a 24-hour, 7 day per week basis.

Transport for NSW has confirmed the sign was put in place on November 6 after an “extensive” development assessment process that attracted submissions from local residents and business owners.

The backlash over the sign is now growing with two petitions launched in the last week calling for the sign’s immediate removal.

The sign is installed on the Church St overpass in Hunters Hill.

The chief concerns among critics include the potential for driver distraction, safety risks, as well as dissatisfaction with the sign’s visual impact on the character of historic Hunters Hill.

The backlash has also drawn the involvement of local state MP Anthony Roberts who has put forward his objections to the state’s roads minister John Graham.

Residents argue the sign is a distraction for drivers.

In one petition, signed by 430 people as of Thursday, residents say they have “serious concerns about the safety” of the sign given the “significant potential distraction to drivers”.

Another petition – started by a group called “No Billboard Hunters Hill” states the “billboard is both antithetical to the area” and creates “visual pollution”.

“This ugly advertising method is dangerous, visually inappropriate, distracting to drivers and generally an unwanted eyesore,” resident Jill Stephenson wrote on the petition.

“This advertising screen is a complete shocker and way out of character for the location,” resident Bradley Smith added.

Burns Bay Rd is a key transport corridor for motorists in Sydney’s north.

Rod Stewart, president of the Hunters Hill Museum, said the sign was out of character with the heritage value of the suburb and was “at odds” with transport safety.

“We’re not used to seeing this kind of sign in Hunters Hill and the community clearly aren’t happy with it,” he said.

“Because of the novelty of it, it takes attention away from the road and that makes it a safety hazard.”

A Hunters Hill Council spokeswoman said the sign was put in place by Transport for NSW despite the council’s objections to the installation.

“Council raised significant concerns about the installation of the billboard (with) heritage impacts being one of the objections,” the council spokeswoman said.

Lane Cove MP Anthony Roberts labelled the sign a money making venture by the state government.

“It’s not a NIMBY thing – there are appropriate places for these signs and this isn’t one of them,” he said.

The sign can be seen from the northbound Burns Bay Rd exit at Hunters Hill.

“It’s a distraction for motorists and I do not think it’s in keeping with the area. It certainly doesn’t add any attractional value to Hunters Hill.”

Transport for NSW has not confirmed how much money it intends to generate through advertising revenue from the sign.

A spokeswoman for the department said the billboard was “similar to many others already in place and operating safely across the road network”.

“Before going live, the billboard went through all proper approvals, including a development application process and public exhibition and comment stage,” she said in a statement.

Transport for NSW, in its planning documents, states the sign was subject to heritage impact assessments and has a “minimal visual impact” on the suburb.