An advertising hoarding that will loom 100 feet above a playground has been given planning permission by Hammersmith and Fulham Council.
Councillors have decided that a three-sided billboard can be built next to the Guinness Trust Building in Fulham Palace Road, Hammersmith, designed to be seen by motorists travelling along the Hammersmith flyover.
The column which will support the advert is designed to look like an art work. It will appear to be a bundle of stone pillars and its base will be next to a basketball court.
Hammersmith Society Chairman Angela Clarke from Standish Road, Hammersmith, said: "Children in London need all the sun, light and air they can get.
"If this thing cuts down on that it is totally unacceptable It seems money is speaking and upsetting the quality of our environment."
The Guinness Trust will spend some of the income from the board on improving the basketball court and adjacent playground. CCTV cameras will also be improved and a new community hall will be built.
Guinness Trust London area director Kathy Mohan added: "We have been working on plans for this tower for around four years and have carried out a full consultation with tenants and councillors.
"The tower has been designed with considerable sensitivity to its surroundings and will be situated in the corner of a basketball court, separate from the play area.
"Residents and ourselves are satisfied that it will have virtually no impact on the estate, given its height and the narrowness of the base at ground level.
"Occupants are very much in favour of the tower as the deal will bring in a considerable amount of money for us to invest in the estate and particularly in the play area."
H&F Council deputy leader Nicholas Botterill said: "This advert will bring no money to the council but will directly benefit local residents."