THE director of a sex shop in Sawtry, who was denied planning permission to put an advert on a totem pole, has vowed to contest the decision.

Pulse and Cocktails, in Toll Bar Way, Sawtry, had hoped to replace its horizontal advert in front of the shop with a new vertical one attached to an existing totem pole six metres above the ground.

They also applied to erect two entrance signs at the front of the building, which were approved.

However, the totem pole advert was rejected by planning officials from Huntingdonshire District Council on March 30.

They said it was not in fitting with the area but Pulse and Cocktails Ltd director Graham Kidd claims an advert of the exact same dimensions and location had been used to direct people to the Little Chef restaurant that used to occupy the building.

He believes the decision was made for “moral” rather than planning reasons and will appeal to the Secretary of State.

He said: “The wording and size of the advert is identical to the one in situ – it would just be vertical and placed higher.

“That would allow people to see the sign further down the road.

“The current signage is not good enough – people have said they struggled to find the shop and that is hurting our business.

“I will appeal against the decision to the Secretary of State, and it will take five or six months but I hope the ruling is overturned.”

The company’s application to open a shop in December 2010 was granted by the district council despite a petition against it being signed by 1,500 residents.

The latest application for the signage change received 18 objections from concerned residents.

Mr Kidd added: “I feel anything we apply for will be opposed and I think it was rejected for moral rather than planning reasons.”

Andrew Moffat, planning service manager for Huntingdonshire District Council, said: “The impact on amenity arising from the proposed totem sign is, by virtue of the height, unnecessary proliferation of sigange.

“Visual intrusion upon the rural character of the area is considered unacceptable – it would harm amenity such that the advert would be contrary to policy.”