Currently 102 city folk have denounced the scheme, submitted by national advertising firm Wildstone Estates, to install a 40-foot wide panel on top of Mountain Warehouse in Haymarket.

After being criticised by city councillors, the public have also raised concerns about the billboard, which would display six ads a minute, and the negative effect it would have on the city's "historic" area and "distracting" commuters.

One objector said on the Norwich City Council planning site: "This installation would have a drastic negative impact on the views of the attractive historic buildings and open spaces in Haymarket.

The plans for the digital billboard were submitted in December (Image: Wildstone)

"It would completely change the look and feel of our city.........

© Norwich Evening News