An incensed motorist has slammed a "Las Vegas, all singing, all dancing" billboard pinned up above the A3 in New Malden.

Anne Elliott from Epsom said she and her husband had been driving northbound on the carriageway from Tolworth when they saw the digital screen at the Malden Junction roundabout.

She said: "You just can't believe who's agreed to it. It's got very small writing on it which is distracting you from driving. This is like a Las Vegas all-singing, all-dancing sign.

"Who on earth gave permission for that to be there. I was so incensed."

Mrs Elliott said she noticed workers putting the signs up a few weeks ago.

"My husband was driving and he said 'what the hell is all that, this is crazy'. It's a great big flashing sign and changing all the time.

"It takes a split second to look at a sign and you can go up the back of someone. If my phone call may save one life then it's worth doing."

A spokeswoman for Outdoor Plus, the advertising developers responsible for the sign, refused to comment on the claims.

Surrey Comet:

The display changes to show different adverts

Graeme Craig, director of commercial development for Transport for London (TfL) said: "The safety of all road users and local residents is always our top consideration in assessing potential locations for advertising. As part of the initial design process, we commissioned an independent safety assessment to ensure the new installation was suitable.

"We gained planning permission from Kingston Council, whose highways engineers were consulted and had no objections.

"We have taken on board recent helpful comments about the brightness of the screens and have adjusted the levels as a result. We will continue to carefully monitor all feedback from our customers to ensure that we retain a safe environment for everyone."

A spokeswoman for Kingston Council said: "The billboards over the A3 at New Malden were installed and are owned by TfL. They were approved by the Maldens and Coombe Planning Sub Committee on 16 October 2014.

"Officers from our Highways team considered the site context and conditions and had no objection to TfL's planning application."