Dragon House, a commercial office building just off the Unthank Road roundabout, was told in February to remove the signage after applying for retrospective planning permission on the grounds of distracting drivers at the busy roundabout.

Dragon House in Unthank Road next to the roundabout (Image: Nathan Defew)

Owner of the site, Nathan Defew, took the decision to the national Planning Inspectorate but his appeal was also thrown out.

Another planning application was submitted on March 8, looking to have the advertising banner up until February 28, 2029, but this has also been refused.

A city council's decision notice was issued on Tuesday, stating: "The site has recently been subject to a planning enforcement case that was rejected at appeal on highway safety and conservation area amenity grounds.

The new application was refused by Norwich City Council on April 23 (Image: Nathan Defew)

Dragon House owner Nathan Defew (Image: Newsquest)

"This new application is not materially different to the application that was refused at appeal, other than a reduction in the width of the proposed banner.

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"For this reason, a refusal is recommended because the banner advert would continue to face onto a busy roundabout, where drivers would have to contend with reading an advertisement when circulating the junction, when their attention is required to navigate the roundabout.

The large digital screens in Koblenz Avenue outside the Big Yellow Self Storage site, near Carrow Road (Image: Newsquest)

"It's considered this advert could lead to conditions that aren't conducive to road safety - in that a driver could be distracted."

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The council decision comes despite the approval of other high-profile advertising boards near busy roads - some of which are electronic.

Green councillor Josh Worley previously hit out at City Hall over "obnoxious" large digital screens in Koblenz Avenue being allowed.

The displays are located outside the Big Yellow Self Storage site, near Carrow Road stadium, and face one of the main routes into the city.