The UK government aims to drive out 'billboard blight' - unauthorised advertising hoardings sited in fields beside Britain's major highways. Mounted on trailers and towed into position by tractors, they were declared "eyesores and dangerous distractions" by planning minister Yvette Cooper.
Following lobbying by the Campaign to Protect Rural England, the Blair administration says it will issue new guidelines requiring billboards in fields to have permission from the relevant local authority as well as from the landowner.
The CPRE has already persuaded some of the country's biggest advertisers, including supermarket giant Tesco, to ditch marketing on motorways.
Comments the lobbyists' spokesman, Nick Schoon: "Roadside billboards are a serious safety issue as well as a serious environmental issue. We are pleased that the government is following up our campaign and taking it seriously."
Data sourced from MediaGuardian.co.uk; additional content by WARC staff