Clampdown plans for roadside ads

Ads placed illegally alongside motorways and other major roads could soon disappear after the Government unveiled new regulations to combat the problem.

The Department for Communities and Local Government (DCLG) issued guidance to councils this week, as part of revised advertising regulations. The Government says the illegal ads are a danger to drivers, claiming that 23% of drivers say they have swerved across lanes because of roadside distractions – such as advertisements.

DCLG junior minister Yvette Cooper says the Government wants to clamp down on unauthorised ads in fields and on trailers, and urged local councils to work closely with the Highways Agency.

“Too many of our motorways are now strewn with illegal trailer ads, which cause hazards for drivers and are unsightly. Applications need to go through the proper planning system so they can be appropriately assessed,” she states.

A consultation exercise on changes to the regulations on outdoor ads has also been launched and will last for eight weeks. The new regulations are expected to come into force by April next year.

As part of the consultation, the DCLG has issued advice to local planning authorities on how to deal with unlawful ads, as well as guidance to councils on the planning system for ads. The Government also wants councils to provide information to build up a database of those who persistently display illegal ads or carry out fly-posting. The database is expected to launch later in the year.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here