A large digital advertising billboard proposed to remain at one of Bath’s busiest and most accident-prone intersections has drawn sharp criticism from Bath & North East Somerset Green Party councillors. The illuminated screen, located at the Bath Press site on Lower Bristol Road, sits at a junction that has recorded five traffic collisions since 2019, raising alarms over its potential impact on road safety.
The planning application (ref: 25/03878/AR) seeks permission to retain the digital screen, but councillors Saskia Heijltjes and Joanna Wright argue this represents a significant risk to public safety. They highlight that the heavily trafficked junction is navigated daily by drivers, cyclists, and pedestrians — including many young people and students — and adding a bright, constantly changing advertisement would increase distraction and danger.
“This junction is already complex and busy,” said Cllr Heijltjes. “Introducing a bright, dynamic billboard here directly contradicts the council’s Vision Zero goal to eliminate road deaths and serious injuries by 2030.”
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Beyond safety, the councillors also raise concerns about the billboard’s visual impact on the mostly residential area. Described as “an intrusive commercial element,” they warn that such digital adverts contribute to light pollution and detract from the neighborhood’s character.
“These billboards are designed to capture attention at all costs,” Cllr Wright said. “They disrupt the visual harmony of the community and prioritize commercial interests over residents’ well-being and safety.”
The Green Party’s opposition to digital advertising in sensitive public spaces is consistent. Earlier in the year, they condemned a decision permitting a digital advert projection onto Bath Abbey, calling it a “dangerous precedent” that threatens the city’s World Heritage Site status.
“Whether it’s the historic Abbey or the Bath Press junction, public spaces should remain free of intrusive advertising,” added Cllr Heijltjes. “Bath deserves to protect its safety and heritage, not turn into a commercial backdrop.”
The Green Party urges Bath & North East Somerset Council to refuse the application on the grounds of preserving public safety and safeguarding the character of the local area. The council is expected to make a decision on the billboard’s future in due course.