Fears over advert hoardings on M6

The rising number of large advertising hoardings along the M6 in the Black Country have been condemned by the Highways Agency, which says they are posing serious dangers to drivers.

With the motorway about to get even more complex for motorists as the hard shoulder is opened to traffic at peak times, the organisation said it was becoming increasingly worried about driver concentration.

Giant billboards, including the latest double-sided 75ft structure outside Walsall Football Club, are a "real concern", according to the Highways Agency.

Kevin Harvey, the agency's planning manager for the area, said: "On the motorways around Birmingham and the Black Country there is an ever-increasing need for motorists to be kept informed of the conditions ahead and to take account of the overhead gantry Variable Message Signs (VMS) and directional signage of the Active Traffic Management scheme.

"Anything that could avert a driver's attention is unwelcome and a real concern."

The agency has repeatedly made objections to Walsall Council planning department about proposed signs, but its concerns have been repeatedly ignored. Only last month council chiefs approved plans for a 63ft brightly-lit tower with two large advertising hoardings to go at Junction 9 of the M6 close to the Ikea junction.

"In some instances drivers may try to read and write-down website addresses or telephone numbers given in such advertising," added Mr Harvey.

"It may not be the driver who is distracted by such visible advertising but passengers, particularly children, may distract the driver by pointing out these large images."

Those putting the signs up claim it brings in much needed revenue to businesses fighting against the recession.

Walsall FC chief executive Roy Whalley defended its sign last week saying: "We are trying to create income that will give us the finance to maintain league football." The Highways Agency breathed a sigh of relief in May this year when plans for a controversial advertising hoarding next to the M6 at Wednesbury were pulled.

Opus Land had applied to build the giant hoarding, to be known as the Sandwell Gateway, on land at St Paul's Road.

However, it emerged at the weekend that Opus was planning to revive the proposals, which have been met with fury from residents. Opus director Richard Smith said a revised was being drawn up.

Experts have said they believe there could be more on the way.

Colin Davies, lead tutor on design for advertising at Wolverhampton University, said: "If you look back to the 1930s recession this was when huge hoardings came about as they were the cheapest way to advertise. I think we are going to see more and more as it is more cost-effective."