MCDONALD'S has launched an appeal after Wiltshire Council refused it planning permission for an 8-metre illuminated sign at its new 24-hour drive-through in Salisbury.

The council rejected the fast-food giant's proposal in May, saying its "prominent location, height, scale and illumination" would harm the area's appearance.

The 8-metre sign had already been scaled-down after a previous bid for a 12-metre version was refused.

But critics still say the sign on Southampton Road would spoil a gateway to a medieval city.

Chairman of Salisbury City Council’s planning committee, Jeremy Nettle, said it was "very disappointing" that the chain had chosen to appeal the original decision.

He said both councils would "oppose any large signs on policy".

"We're very disappointed that McDonald's feel that they have got to go to appeal, especially when so many organisations and companies like McDonald's try to fall in line with local policies and plans," he said.

The committee strongly objected to the signage at an initial meeting in March, describing the plans as “entirely inappropriate”.

Previous committee chairman Colin Froude said: “I’m delighted that Wiltshire Council agrees with us that this important gateway into our historic medieval city is not despoiled by global interests.”

Cllr Froude previously described the signs as revolting and said they would create a “McDonald’s city” at one of Salisbury’s busiest entrances.

The two-acre site is between the junction of the A36 and New Petersfinger Road, in a grassy area between Tesco and the Park and Ride.

Writing to the council, Salisbury resident Robert Hayes said the signage “cheapens the approach” to Salisbury while Stuart Fyfe objected to “anything that makes our medieval city look like America or distracts drivers”.

McDonald's won permission to build the controversial outlet on Southampton Road after a planning battle last year.

Wiltshire councillors previously rejected the whole scheme, which includes 65-bed Premier Inn, due to fears of congestion, over-development and poor design, but an inspector overturned the council's decision.

McDonald's has been approached for comment.