City planners have called for a full review of the dazzling illuminated billboards which they say are making "a mess" of Birmingham.
Council planning committee members said they had been stunned by the increasing number of lit-up signs lining the streets as 15 more were given planning permission.
Among them is a digital billboard which will replace a paper banner over the Aston Expressway.
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Some were worried they are a distraction to drivers while others said they simply spoil the city.
Coun Bob Beauchamp told the meeting: "It is a detriment to this city, these constant pieces of street furniture appearing for no other reason than greed.
"It is really getting to me, they are making a mess of this city, it's breaking my heart."
Meanwhile, Coun Steve Booton (Lab Weoley) said: "There are enough signs already on the Expressway. When they're flashing on and off, they can be quite dangerous."
His colleague Keith Linnecor (Lab Oscott) asked officials if there was any evidence of distraction or an increase in accident rates around the advertising.
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But the councillors were told they only allowed static images and limited the brightness of the screens in line with evidence from academic research.
They were also informed there had been no increase in accidents at existing sites.
Some of the advertisements approved are among 300 totem-style boards being installed at roadsides throughout the city as part of a new council contract currently out to tender.
There will be commercial adverts as well as the usual promotions for council and community events but the authority has insisted that no promotion of fast food, sugary drinks or any other unhealthy activity happens.
In 2012, the city council signed a billboard contract in 2012 with Signature Outdoor which is expected to raise £18 million for the cash-strapped authority over ten years.