PLANS for “excessive” advertising in Leicester Square have been refused after they were described as being better suited to Disneyland Paris.

Banner Holdings Limited hoped to install five LED screens across several floors of the prominent building at 39 Charing Cross Road.

The application divided councillors on Westminster City Council’s planning sub-committee.

Michael Riley, a resident who has visual processing difficulties, told the meeting on Tuesday the bright LED lights would be overstimulating for people with his sight condition. He said: “Leicester Square shouldn’t become a no-go zone for people like me and there’s thousands of us who cannot stand the overstimulation.”

Planning sub-committee chair Councillor Patrick Lilley said the LED screens “would be more fitting for Disneyland Paris”.

But ward councillor for St James’s, Louise Hyams, said: “I wouldn’t be supporting it if were for any other location but I firmly believe the area around Leicester Square is the perfect location for it.”

She added: “Of course, I have sympathy for the previous speaker but Leicester Square is the centre of our entertainment district.”

The proposal would have introduced five continuous bright illuminated bands across the building displaying static advertising images. However, the plans sit within the Leicester Square conservation zone, where special consideration is given to “preserving or enhancing the character or appearance” of the area.

Henry Squire, from Squire and Partner Architects, said: “The signage would support local businesses and it is entirely in keeping with the character of the area and will elevate the building’s appearance.”

The application was recommended to be refused by council officers due to an “excessive scale”. A “draft decision” letter read: “Because of the excessive scale, high level positioning and cumulative illuminated visual impact of the five proposed LED screens, the advertisements would harm the appearance of the building and the appearance (amenity) of the area.”