InSchool Media, who lodged plans with Norwich City Council, wanted to install a digital billboard on land north of a junction with Hellesdon Hall Road and Sweet Briar Road.

The new billboard would have replaced a "96 sheet size poster" that is already there.

But Norwich City Council said the "bright illumination" from the billboard would be distracting to drivers.

Planners for the council, who rejected the proposal, said: "Digital billboards differ significantly from traditional static signs due to their bright illumination, colours, and changing........

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