Concerns over town's 'monstrosity' billboard

A Derbyshire MP has written to the government with "deep concerns" over a decision to grant permission for a large digital billboard in a historic town on the edge of the Peak District.

The advertisement board in Bakewell Road, Matlock, was initially refused permission by Derbyshire Dales District Council due to concerns over road safety and the billboard harming the visual character of the town.

However, the firm behind the billboard - Wildstones Estates Limited - appealed to the Planning Inspectorate, which overruled the authority.

The Planning Inspectorate said it "fully considers the evidence submitted" when making decisions.

It is understood that the billboard, described by residents as a "monstrosity", was installed earlier this month.

In its decision on the appeal in February, the inspectorate granted permission for the billboard for five years.

"The area has a mixed character, and there are many other advertisements/signage in the vicinity of the site," the decision stated.

"There is already an advertisement banner located at this site and advertisement is clearly a familiar feature in this location and forms part of the established character of the area."

It went on to say that "the proposed advertisement display would not appear out of keeping in this setting".

Following the decision, there was a six-week period during which the decision could be challenged in the High Court if it was felt there had been an error in law.

Labour MP for the Derbyshire Dales, John Whitby, wrote to housing secretary Steve Reed asking for clarity on guidance for digital billboards "in towns where visual character is significant but unprotected by conservation area status".

"I am deeply concerned about whether the Planning Inspectorate's advertisement consent framework adequately accounts for the character of the historic market and spa towns that fall outside formal conservation area designation," he said.

"Residents have described the billboard as a monstrosity - and I agree with them.

"The billboard is not in keeping with the surrounding rural landscape, or the historic Victorian spa town of Matlock.

"In my opinion, planning consent should never have been granted, and the billboard should be removed."

The Matlock and Matlock Bath area includes seven of the 33 conservation areas in the Derbyshire Dales, according to the Matlock Civic Society.

It is marked by Victorian spa architecture, or "hydros", gritstone buildings and industrial heritage sites.

The inspectorate has refused similar digital billboards elsewhere in the country over concerns it would impact the historic character of a local area.

A spokesperson for the Planning Inspectorate said: "Inspectors are independent and impartial.

"When making a decision, the Inspector fully considers the evidence submitted as part of the appeal and takes account of current planning legislation, policy and guidance.

"A site visit was carried out on 18 February 2026 as part of the process."

Derbyshire Dales District Council and the firm behind the billboard were contacted for comment.

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