A leading councillor has branded a housing developer "cavalier" after it put up signs promoting a controversial development without permission.

Allerdale and Cockermouth town councillor Alan Smith called in Story Homes' plans for retrospective advertisement consent.

Coun Smith told Allerdale council's development panel yesterday: "There's a lot of history with this development in Cockermouth and basically it's the cavalier way that Story Homes has put these signs up without planning permission.

"I think there had been three or four applications put in and taken out."

Coun Smith, who is council leader but addressed the panel as ward councillor, said the signage had been in place for three or four months and he was concerned it could distract drivers.

The developer applied for retrospective permission for two hoarding signs, a sales cabin sign, an A-board and a single advertisement board.

It also sought an additional pair of flags on poles.

Coun Smith said Cockermouth Town Council met last week and called for the application to be refused because the development was unneighbourly.

He added: "It's bordering on the national park which finishes up by Hundith Hill.

"This is in the rural area and is totally out of conduct of what should be up there.

"The cavalier attitude of Story Homes is that 'we can just do it and get away with it' and I don't think it's right."

But planning officers recommended approval of the plans, stating that they were considered appropriate and would not adversely affect road users.

Councillors said they could not agree to all the advertisements.

The panel voted to approve everything apart from the flags and poles.

The permission is subject to conditions including a two-year limit on the advertisements.

Councillor Adrian Davis-Johnston, who put the motion forward, said: "The additional totem and flag signage is considered unnecessary to achieve the function of the business, contrary to the surroundings relating to the national park and it will have a detrimental impact on the amenity of the area."

The motion was seconded by Coun Nicky Cockburn, and the vote was won with nine votes in favour and two against.

Work at Strawberry Grange started in May and the first homes are due to be ready in February.

The company submitted two previous applications for advertising consent but both were withdrawn.

Planners said a sales cabin on the site did not need planning consent as it was a temporary structure.

Ian Storey, managing director for Story Homes, said: "We are disappointed that our application was not approved in its entirety despite being recommended for approval by the planning officer."