Applicant, Wildstone Estate Limited, has now failed twice in its bid to install a huge 40-foot-wide panel at 15-17 Haymarket, currently home to Mountain Warehouse.

The developer was accused of “trying to sidestep the planning system" with its second proposal after an initial application was refused in February.

News of the second failure has been greeted by campaigners against the plans.

Matt White, founder of Adblock Norwich, was "really pleased" with the outcome saying: "It's great to see the council reject this overbearing and garish screen, reaffirming its commitment to the character of our city centre.........

© Norwich Evening News