A roadside archway billboard which would have acted as a ‘gateway’ to Birmingham has been ruled out on safety grounds.

City councillors decided that the giant advert to be beside the M6 at Fort Parkway would distract motorists.

But the developer behind the 'Sandwell Gateway' scheme argued that the same stretch of motorway had been overlooked by a billboard advert on the side of Fort Dunlop for nine years.

The committee voted by eight to one to refuse the scheme.