A planning application for a 20m mobile mast in sensitive location in East Twickenham has been rejected by Council officials.

More than 500 people objected to the scheme, which would have seen the mast erected on the pavement outside the 'outstanding' Deer Park primary school.

Critics, who included the school, parents and local councillors, condemned the proposal as an 'eyesore' in a conservation area on the historic and protected approach to Richmond Bridge.

There were also concerns that the application was made on December 21 with a closing date for public comments of January 4, which meant there was a risk people would miss out on commenting during the busy festive period.

The row over the mast is the latest in a long-running battle between mobile phone companies and residents, which has involved attempts to erect the supersize masts in sensitive locations across the borough

The decision to refuse the scheme in East Twickenham was made by council officials, rather than the planning committee.

The main reasons relate to the size and height of the mast and related ground level cabinets and the location in a conservation area.

The refusal notice states: "The proposal, by reason of its prominent siting and height would result in an unduly dominant, incongruous and visually intrusive form of development that would adversely affect the character and appearance of the locality, the Richmond Road East

Twickenham Conservation Area and would cause harm to the adjacent Listed Old Ryde House and nearby Grade 1 Listed Richmond Bridge through development within their setting."

It said the company failed to provide evidence of consultation with nearby schools and a failure to adequately demonstrate it had looked at alternative sites.

The notice said the applicant had 'failed to demonstrate that there will be no detrimental impact on the long-term preservation of adjacent trees to remain or biodiversity and thus the character and appearance of the locality'.

And it said the applicant had 'failed to demonstrate that the scheme would not be harmful to highway/pedestrian safety'. This is because there is a risk the mast would block sight lines from an access point into the neighbouring Lidl supermarket.

Critics described the mast and cabinets as an 'eyesore', 'ugly' and 'industrial' which were out of place in the conservation area.

The proposal was also at odds with a Council plan to spend £800,000 to improve and 'green' the area, making it more attractive for pedestrians, residents and visitors, with new trees and widened pavements.

The school objected, saying: "Our building and streetscape are, additionally, a source of pride for our school and community. We and many others have put considerable work into making the school-front welcoming and appealing.

"Placing a mast which is 4m taller than the very school building it is in front of, with three sizeable containers next to it, will greatly detract from a careful building design which itself went through rigorous and lengthy scrutiny to ensure that it was environmentally conscious and acceptable to the local community."