Campaigners have slammed proposals to build a digital advertising board the same size as a pair of elephants above the entrance to a city mall.
Open Media is hoping to place the board, which would measure 23 feet in height, above the St Stephens entrance to Chantry Place.
"Norwich is becoming swamped in impossible-to-ignore digital advertising screens," said Matt White of Adblock Norwich.
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"These screens encourage a deeply unsustainable model of consumption, harm our mental health, and produce light pollution which harms local wildlife.
"The Chantry Place screen will use the same energy as multiple households per year, and while Open Media says it will be powered by renewables, renewables energy is still a scarce resource.
"Is encouraging more rampant consumption through advertising really the best use for this?"
Alongside measuring up to two African elephants - which stand at 12 feet on average - the board would also dwarf a giraffe (18 feet) and a standard double-decker bus (14 feet).
Planning documents submitted to the city council state the location of the screen would "create an identifying feature in a central part of the city centre".
Open Media also claim it would enliven the retail area, creating an opportunity to sell, influence and inform.
"We are strongly opposed to this screen and all advertising in our city," added Mr White.
"Residents want safe streets and thriving communities, not big brand messaging everywhere you turn."
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If approved, the screen would join existing board at the Chantry Road entrance to the shopping centre.
A spokesman for Chantry Place said: “We are in talks with the agents for Open Media about a digital screen, powered by renewables, at Chantry Place.
"While it is still at planning stage, our discussions with them include the environmental impact of the screen."
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