Norwich City Council refused plans for a 10ft high by 20ft wide "digital poster" at the junction in Mile Cross Lane, opposite KFC.

Both the council and Norfolk County Council's Highways raised concerns that the billboard would distract drivers and cause "significant" risk to safety.

Advertising firm, InSchool Media, wanted to replace the existing paper billboard outside commercial printing company, PageBros.

In its refusal the council stated: "By virtue of its size, height, prominent location and illumination the installation of this digital advertisement screen would pose significant risk to highway safety.

"The potential distraction, in an area of........

© Norwich Evening News