WIRRAL South MP Ben Chapman has this week welcomed the response he received from Transport Minister Stephen Ladyman concerning motorway advertising.

The MP has long-been campaigning for rigorous restrictions to be imposed governing M-way hoardings, as he believes they are a deadly distraction to drivers and greatly reduce road safety.

Mr Ladyman acknowledged that unauthorised adverts are a danger.

And he promised that he will ensure planning authorities are made aware of the problems. Mr Chapman said: "It is good news that Mr Ladyman has registered that there may be an impact on road safety as a result of the proliferation of unau-thorised motorway advertisements, as well as an obvious detriment to the environment and that it is accepted that existing regulations may well be ineffective.

"Stephen confirmed that many of these signs are erected without the appropriate consent.

"So the problem is a very real one.

"I very much welcome his statement that he will make sure the Highways Agency are diligent in bringing advertisements to the attention of planning authorities."

He added: "It is common sense that if adverts do not distract, from the advertisers point of view they do not work.

"It is also clear that the current regime is not working.

"It can't be right or safe to encourage people travelling at high speeds to take note of a mass of messages inviting them to note phone numbers or website addresses

"The minister undertook to discuss the issue with the Highways Agency and if needs be with ministerial colleagues,.

"I shall be pressing him to take effective action, and soon."