Council planners said there was a “history of road safety problems” at the location when they rejected the scheme in July.
But the media firm behind the application, JC Decaux, appealed to the Scottish Government, claiming its proposal would not be a safety risk.
It wanted to replace an advertising hoarding — near the Barrack Street junction — with a “single-sided advertisement of the same size using LED technology”.
However, the reporter, appointed by the government, has upheld the council’s decision. Rosie Leven ruled the advert would be “contrary to the interest of public safety”.
A council report stated that between 2018 and 2022, there were four “injury accidents” recorded between the two junctions at Barrack Street and Melbourne Street.
Officials believed the “proposed installation of an illuminated digital advertisement hoarding with changing imagery every 10 seconds is likely to lead to driver distraction and has the potential to further compromise road safety at this locale”.
Calton Community Council had also raised concerns over drivers potentially being distracted.
But the appeal, submitted on behalf of the company, stated it considers the “proposal is an appropriate and inevitable update to an existing advertising site which, contrary to the council’s assertion in the decision notice, will not harm the visual amenity or public safety on Gallowgate”.
It added: “It is the applicant’s view that the advertising proposal is a continuation of an established use of land that remains an appropriate use within the site context.
“The proposal will see the replacement of the mechanical device with an LED display alternative. The structural elements of the existing display remain the same, however the proposed relocation and reorientation of the proposal aims to address the recently constructed residential properties to the east.”
The firm also proposed planting three trees to shield views from nearby homes.
Ms Leven decided the LED display would be “eye-catching” and that its “size, type and location… could distract drivers from activity on the road, particularly around that junction”.
She ruled the proposed trees would have “a minimal screening effect… given their position and due to the loss of leaves during winter”.
The reporter concluded: “I find that the size and position of the proposed hoarding would have adverse effects on residential amenity and on public safety, that could not be adequately mitigated by conditions.”
