Councillors are being advised by planning officials to turn down plans for a new “highly visible” mobile phone mast in Rottingdean.

Mobile Broadband Network Limited (MBNL) wants to put up a mast and antenna for mobile phone companies on the roof of St Margaret’s Court in the High Street.

The proposed mast would replace emergency equipment in the Marine Cliffs car park, put up after the previous mast was removed during the refurbishment of the White Horse pub and hotel.

People in the East Sussex village have complained about the loss of mobile phone coverage, making it harder to pay for parking and shopping.

A report to Brighton & Hove City Council’s planning committee recommends refusing the application on Wednesday.

Planning officials said that the telecoms mast would be “highly visible” on the roof of St Margaret’s Court, with no shield or camouflage, reported the Local Democracy Reporting Service.

Two dozen objections have been received by the council, some saying the masts would have a detrimental effect on the building, with six comments in support of the application, saying it would improve telecommunication infrastructure.

The owner of the Windmill Bakery, Sarah Denyer, said the current phone service was “awful”.

Speaking to BBC Radio Sussex, she said: “We have constant issues with payment. It is absolutely shocking. We often have to leave the building to accept card payments.

“We have to ask people to pay by cash sometimes, so some people hear that and don’t bother.”

Resident Dawn Jones said she believed people who live in St Margaret’s Court should get the final say over whether the mast is placed there.

She said: “There is no easy answer to this. They need to find the best possible place, somewhere not in people’s faces.”

Siobhan Dodds added: “There might be alternative places for it – but people need good WiFi, especially for working from home.

“I think there should be a vote on the outcome.”

MBNL said: “The development has been positioned near users to meet operational needs.

“The existing telecoms site on the rooftop of the White Horse Hotel is an accepted feature to the Brighton area.

“We believe that by positioning the replacement site on the rooftop of St Margaret’s Court, the development’s impact would be maintained at an acceptable level due to the site’s distance from more sensitive users.”