The Ann Arbor City Council passed a resolution on Thursday asking the University of Michigan to remove its new $2.8 million billboard outside Michigan Stadium, the Ann Arbor news reported.

The council said that, because of its size and glare, the 1,300-square-foot billboard on East Stadium Boulevard is too distracting to drivers.

"I hope the university will listen to the message and respect the community's judgment that this structure, although it has some purpose surely for the university, is just not good for Ann Arbor," Council Member Christopher Taylor, D-3rd Ward, told Ann Arbor News.

The resolution asks the university to replace the sign with one that conforms to the city's sign ordinance, which restricts the way digital technology could be incorporated into outdoor signs.

The ordinance was recently enacted earlier this year. Taylor noted the city looked at the issue of digital billboards and decided they're not welcomed in the city.

"We made this judgment based upon a belief that these billboards serve to distract drivers and that the intrusion of illuminated advertising degrades our vision-scape," he said.

According to Ann Arbor News, if the university refuses to remove the billboard, the city asks the marquee only be activated when events are held at Michigan Stadium.

The new billboard promotes U-M athletics morning, afternoon and night, encouraging fans to visit MGoBlue.com, buy tickets and follow U-M on Twitter and Facebook.

University of Michigan President Mary Sue Coleman, along with the school's athletic department, are standing behind the sign, contending that the sign is safe and informative.

"My view is the driver is responsible for not being distracted," Coleman told faculty and reporters at a meeting on Monday. "I'm sorry; there are all sorts of things that can distract."

In his column, Dave Askins of the Ann Arbor Chronicle doesn't anticipate university officials taking down their digital marquee anytime soon.

"I don't think the university is going to give that any thought," he said.

The resolution against the billboard was sponsored by council members Marcia Higgins (Ward 4), Margie Teall (Ward 4), Sally Petersen (Ward 2) and Jane Lumm (Ward 2).