Councillors have gone ahead with a 70-foot high illuminated hoarding next to Hammersmith Flyover - despite safety fears raised by Transport for London.

The borough granted itself planning permission this month to build despite a TfL warning to the planning committee that the advert would "obstruct or confuse road user views".

Vicar Simon Downham of nearby St Paul's Church in Queen Caroline Street said he understood the council's desire to raise money. He added: "We were slightly surprised however, the committee felt revenue generation should trump the value of the area's view and that will no doubt set a precedent for similar applications."

English Heritage also raised fears the advert would be 'highly intrusive' on the Grade II listed church.

The board will be in the Hammersmith Broadway Conservation Area but officers argue it would have minimal impact on the zone. They also say the board would not distract drivers because it can be seen from a distance and that Transport for London did not object to a similar tower, which has been built next to the flyover.

H&F Council deputy leader Nicholas Botterill said: "This advert was approved on its own merits and any concerns we received were taken into consideration and addressed in the officer's report.

"The design for the advert on the flyover is sensitive and as tasteful as possible.

"The council has an annual debt repayment of £23.5million and we need to take practical steps to make inroads into that. This will help bring that debt down."