MOBILE phone network giant O2 will not be allowed to put a phone mast on a grass verge along a busy road into Malvern.

The firm has failed to win an appeal against the decision by Malvern Hills District Council refusing permission for the mast to go up on a wide verge which forms an island on Leigh Sinton Road near its junction with Yates Hay Road.

Government planning inspector Alison Lea said the verge was in a prominent position close to a junction and bend in the road and street furniture there was limited.

"In my view the verge has an open character which makes a positive contribution to the character and appearance of the area which forms one of the main approaches to Great Malvern," she said.

"The introduction of visual clutter in the form of a mast and equipment cabinet would be detrimental to the street scene."

She added there was no evidence to suggest the mast would cause a risk to health.