PLANS to erect a huge totem sign to advertise a new supermarket coming to Ringwood have been heavily criticised by civic chiefs.

Lidl UK has submitted proposals to install two illuminated fascia signs, three illuminated poster display panels and one illuminated totem sign of 7.5m high at the new site at Forest Gate Business Park.

The supermarket was given the go-ahead to be built by the planning authority, New Forest District Council, earlier this year.

Ringwood Town Councillors said, while they had no issue with the fascia signs or poster display panels, they were very concerned with the plans for the large advertising display board which would feature the Lidl logo and other businesses based at the Christchurch Road site.

The logo alone would measure around 2.5m, the planning, town and environment meeting heard on Friday.

New Forest District council's planning officer, in a report to the parish council, said: "There are concerns at this stage over the proposed totem sign. In its height of 7.4metres it would be comparable to that of the main building which is considered excessive and would result in an advertisement that appears conspicuous against the backdrop of the more subdued nature of commercial advertisements fronting Christchurch Road."

Councillors estimated the sign itself was around the same size as their meeting room at Ringwood Gateway, and said such a huge sign would be "disproportionate" to the area.

One councillor even laughed that the sign would be seen by motorists travelling along the A31.

Councillor Philip Day argued that the supermarket had no more right to advertise than any other business in the area and concerned that by agreeing to the plans Lidl would be more pronounced than other stores.

"This is completely disproportionate," he said.

While planning permission itself is to be decided by the New Forest District Council at a later stage, Ringwood Town Council was asked to make comment on the application prior to the planning authority considering the application.

Lidl UK was approached for comment on the matter but had not responded at the time of going to press.

Residents have until October 31 to comment.