There was a sigh of relief and cause for celebration after an appeal was rejected to rebuild a widely despised giant advertising tower in Hanworth.
The latest victory means the most recent proposal to re-erect a 19.5m monstrosity, made by JCDecaux at the Dairy Crest site, will no longer go ahead.
The eyesore was once referred to as a "blot on the landscape" by members of the Tudor Estate Residents' Association (TERA).
Debbie Adye and Nic Moore, from the group, said on behalf of the residents: "We are delighted that JCDecaux have lost their appeal to re-erect the Monolith Tower.
"Hopefully we will never hear of this again."
The planning inspector has concluded that the main impact of the proposed illuminated structure is visual amenity as it would have an adverse effect on the setting of a listed building.
Inspector Gloria McFarlane said: "In travelling along the A316 towards London the tower and the advertisement would be dominant in views of the Grade II Primary Filter House and, taking into account in particular the proposed illumination, I consider the structure and advertisement would have an adverse effect on the setting of this listed building.
"The structure itself would not be unattractive, but its height and bulk together with the advertisement panel and illumination in this location would have an adverse effect on visual amenity."
A six-year battle began in 2009, after the illuminated sign went up four years after Hounslow Council had initially refused the planning application which, unbeknown to residents, was overturned on appeal by the secretary of state, leaving homes dwarfed by the bright advertising structure.
Neighbours fought tirelessly and were finally successful in getting the original 26m double-sided monolith tower, which was built in 2009 beside the A316, eventually demolished in 2013.
Then just over one year later JCDecaux submitted another planning application, this time, for a single-sided illuminated advertising structure at 19.5m, displaying one image every 10 seconds.
Despite the application rejected by Hounslow Council in December 2014, the advertising company exercised their right to appeal once again, but this has been turned down.
People in Hanworth hope this is the last they have will have to hear about the monstrous advertising tower, dubbed "a monument of greed".
JCDecaux refused to comment.
