High profile organisations and companies such as major supermarket groups, parts of the rail network and even the ‘green high profile’ Co-op are contributing to the dangers on our motorways and trunk roads, says road safety champion The Guild of Experienced Motorists (GEM).

GEM says that disused trailers, lorries, Luton trucks and old horse boxes are being carefully placed in fields alongside motorways to carry mainstream poster advertising campaigns, potentially flouting the spirit of planning law and distracting drivers who should be concentrating on the road ahead.

Clearly permission may not be granted for permanent hoardings in these locations because of the distracting danger it presents to traffic moving at high speed.

GEM, whose 60,000 members promise to drive with care, courtesy and concentration, has particularly noted a proliferation of 'theoretically mobile hoardings' alongside the M40 where a sign extolling the benefits of using the train from Banbury Station is on virtually permanent display.

A highly respected supermarket chain has used this promotional technique alongside the M25 and the Co-op, a major farming land owner, has a considerable number of signs on rickety, unroadworthy vehicles and carts promoting such elements of their business as their travel and holiday services with web sites indicated.

"Do they expect drivers to register a web address as they drive by?" says David Williams, GEM's Chief Executive.

Williams said: "The only signs that should come near motorways and trunk roads are those referring to road conditions, repair work ahead, speed limits or those giving directions and indicating services.”

“Obviously legislators and local authorities are currently finding it a challenge to deal with this problem that is spreading up and down the country. Vehicles that are normally moving, such as buses or taxis do not require planning consent, but these vehicles are static and do.”

"I am concerned that many of these posters and signs may not have proper permission from the local planning authority. If that is the case GEM would appeal to companies that should be concerned about their public image to stop endangering peoples lives in this way."

A spokesman for The Office of the Deputy Prime Minister has confirmed that local authorities do have the ability to grant planning permission for signs on parked vehicles or to act if such permission is not in place. The spokesman told GEM that in reality, if a local authority served a notice on an offending vehicle, it was simply moved.

The Highways Authority agrees that it has a duty of responsibility to act if it feels any sign is attracting too much attention from drivers and will inform the local planning authority so that the necessary action may be taken.

Alan James, Chief Executive of the Outdoor Advertising Association says it does not represent anyone offering space in fields alongside motorways.

James comments: "All our members, who may be large operations with bona fide sites in towns and cities or even smaller concerns offering advertising space on shopping trolleys, fully appreciate the planning constraints.”

“I can confirm that if a vehicle is normally moving it falls outside the planning requirement, but these parked old vans and lorries are not moving and will require planning permission. I know of cases where the police have become involved because of the distraction they have caused with an ensuing risk of accidents."