SOUTHEND United’s ambitious plans to hang advertising boardings from the pier are set to be thrown out.

The council has deemed the advertisings would have a detrimental impact on public views and the setting of the pier.

Ron Martin, Blues chairman, previously told the Echo the idea is aimed at boosting engagement in the ongoing public consultation about the club’s planned ground move to Fossetts Farm.

But the proposal has been recommended for refusal by Southend Council’s planning officers ahead of its next meeting.

Officers feared not only a detrimental impact on views from the seafront, but also damage to the historic ironwork of the pier.

The main reason for the plan, to promote engagement with the club’s relocation, was not considered to be a “public benefit” - therefore not outweighing negative impacts.

The officer’s report reads: “Whilst it is considered that there would not be a detrimental impact in terms of public safety, the proposed advertisement would, by reason of the impact on the public views and setting of the pier, have a detrimental impact on the visual amenity of the heritage assets and the wider area which is not outweighed by any other public benefits.

“The proposed works would, by reason of the impact on the public views and setting of the pier and the likely damage to the historic ironwork on the pier, cause significant material harm to the character and significance of the listed building which is not outweighed by any other public benefits.”

Both banners, would have hung on either side of the pier, will measure 100 metres in length and six metres in height.

They would have been in the club’s colours of white and blue and ask people to “be part of it” by getting involved in the public consultation on the council’s online planning portal.

The pier, the longest leisure pier in the world, is a listed structure, but planning company PowerHaus has said the temporary nature of the advertisement would mitigate any impact it might have.

The plans for the club’s new stadium development at Fossetts Farm has been years in the making and is set to include flats, shops, a hotel and a multi-screen cinema in addition to the brand new stadium.

Councillors will have the final say at the meeting on Tuesday.