Government steps in to stop illegal roadside ads

The government has asked councils to work closely with the Highways Agency to reduce the number of ads placed by motorway services, out-of-town retail parks, farmers and roadside cafes, which could be a major danger to drivers.

According to research by insurance group Privilege, 23% of drivers say they have been so distracted by roadside hoardings, such as ads, that they have swerved out of lane.

Suggestions under the new guidelines include councils keeping a database of persistent offenders for displaying illegal ads and fly posting, to act as a resource for authorities when building prosecution cases.

The councils have the right to remove such advertising, giving two days' notice. If charged, offenders could face an Asbo order and under new rules a maximum fine of £2,500, and £250 for each day during which the offence continues.

Cooper said: "Too many of our motorways are now strewn with illegal trailer ads, which cause hazards for drivers and are unsightly too. Just because the ads are parked on trailers doesn't mean they should be able to dodge proper planning and safety rules."

Last August, the Campaign to Protect Rural England requested that local authorities do more to enforce planning regulations on unauthorised advertising.

It counted 900 such ads across England, one for every three miles of major fast roads, and named Kitchens for Sale, KFC, Tesco and Costa Coffee among the main offenders.

The new regulations, expected to come into force in April 2007, will also revise legislation covering the flying of national flags.

"As the World Cup demonstrated, many people want to show their support for their national team and they should be able to do so without fear of prosecution," Cooper said.

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