A York supermarlet won’t be able to display a football goal-sized billboard outside its store.
Aldi on James Street had applied for permission for the huge illuminated advert.
It would have been 6.3m long (20ft) by 3.25m high (10ft). A goal is 7.32m by 2.44m.
It would have been positioned about 20m from James Street.
The Guildhall Planning Panel objected to the proposal, saying the size of the billboard was excessive.
A City of York Council officer’s report said: “Whilst the surrounding area is of a commercial character, the scale of the proposed billboard and the proximity to the highway means it would appear overly dominant within the streetscene…
“The proposed billboard would appear obtrusive and dominant when viewed from the highway, which would face both the front and rear of the proposed billboard.
“Whilst some planting has been proposed to the rear of the signage, it is not considered that this would sufficiently screen the proposed billboard, given its height.”
City of York Council planners refused the application on these grounds: “The proposed billboard is considered to have an adverse impact on the visual amenity of the location, by virtue of its scale and position.”