A new block of flats in a conservation area will NOT include a digital advertising board after concerns were raised.

Plans submitted in May last year to demolish the building at 1 East Hill originally featured the three storey ad, despite the building itself only reaching four storeys tall.

Case officers also advised developers DF Real Estate S.A during the pre-application advice period that the council would not welcome the design.

"You were advised at the outset of our meeting that the principle of developing a site through the construction of a building that would incorporate a digital advertisement display within any of its principle elevations would not be supported by the council," a document attached to the application read.

"It is acknowledged that the sites presented as part of your enquiry are currently vacant sites that have been free of any buildings for many years and are occupied by large scale static advertisement hoardings that generate valuable revenue for your client.

"The use of any proposed building for the continued use of that site for advertising purposes as well however, irrespective of the quality of the display proposed or how it might be integrated with the fabric of the building, would not be supported."

On behalf of its clients, PPM Planning continued on with the plans anyway.

"The officer advice does not state why this would not be acceptable other than it would not be compatible with the existing context and would harm the street scene as well as the architectural integrity of the host building," they wrote.

But in approving the building, which will feature eight homes as well as two shops on the ground floor, the case officer wrote that the advert was removed and replaced with windows and bricks.

"The advertisement would be highly prominent, intrusive and inappropriate to the setting of the conservation area and the view along St. John’s Hill.

"The setting of the Wandsworth Common Conservation Area would also be affected.

"The replacement fenestration and architectural detailing is acceptable."