A Norwich business fears it could lose out on thousands of pounds after City Hall ordered it to tear down a large 'office space to let' banner.
Dragon House, a commercial office building just off the Unthank Road roundabout, was told to remove the signage after applying for retrospective planning permission.
The city council said the non-illuminated notice - which had been up for four weeks before the application - would "cause a distraction to highway users at this busy roundabout" and "offer no public benefits".
The decision was reached despite there being no public objections.
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Nathan Defew, who owns the site, subsequently appealed the decision and took the matter to the Planning Inspectorate.
But the inspector also decided to throw out the application, arguing: "Whilst generating revenue for Dragon House... the large banner adversely affects public safety and harms the visual amenity of the area."
Mr Defew has now been left scratching his head as he looks to find a way to fill vacant office space and bring in more money for the business.
He said: "It is frustrating.
"All I want to do is put up an advertising banner. I don't really see how it's different to some of the other billboards or adverts on roads around Norwich.
"During the short time we had it up we generated significant interest.
"We've currently got three offices left empty and we need to find a solution which can help us to fill these and bring in more revenue.
"I'm hoping we can come to an agreement with the local authorities."
The business has also been put in a difficult position as it faces the prospect of cutting down and replacing 450 rotting trees on its premises.
"This could cost four or five thousand pounds," said Mr Defew.
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"But if we can't generate more revenue then how can we replace them?
"We're now facing the prospect of having to chop the trees down without any replacements lined up.
"And no one wants that."
The council decision comes despite the approval of other high-profile advertising boards - some of which are electronic.
Green councillor Josh Worley recently hit out at City Hall over "obnoxious" large digital screens in Koblenz Avenue.
The displays are outside the Big Yellow Self Storage site, near Carrow Road stadium, and face one of the main routes into the city.
The national picture
Advertising billboards and banners have been a contentious subject across the UK in the past.
All adverts must get planning permission, and local authorities are required to bear in mind the possibility of drivers being distracted.
A national activist group Adblock - which has a branch in Norwich - has been campaigning for the removal of all outdoor advertising, arguing they are a blight on public spaces and could distract drivers.
In 2023, Bristol City Council agreed to strengthen rules around applications for digital advertising billboards - essentially making it much harder for businesses to secure planning permission.
Road safety experts have also previously said there is a danger of drivers being distracted by lingerie adverts that have sprung up in London and other major cities.
In 2002, the Sloggi range of lingerie received backlash after being put on tight bends and roundabouts.
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