Ministers open debate on the future of motorway signing.

A long-awaited consultation into motorway services and lay-bys across the country is now under way.

The consultation has led to the first real debate on the future of motorway signing for services.

The big name providers, including Roadchef and Welcome Break, have been calling for an overhaul of the rules covering motorway signage to allow them to advertise specific services at the stops.

But, the Government has blocked previous attempts to allow signs for McDonalds and Kentucky Fried Chicken to be displayed because of fears roads would become crowded and too much information could confuse drivers and lead to crashes.

Currently, only the name of the service station and a fork and spoon symbol can appear on motorway signs.  This has led to companies exploiting a loophole in the legislation by creating specific businesses incorporating the name of the station and a fast-food provider, to get around the ban.

The Highways Agency consultation covers motorway service areas and other roadside facilities, such as trunk road service areas, lorry parks, picnic areas and all-purpose trunk road lay-bys.

Stephen Ladyman, minister for roads, said: "Motorway service areas and roadside facilities such as lorry parks, trunk road service areas and lay-bys make an important contribution to road safety as places where drivers can stop to take a break.  Our aim is roadside facilities are maintained to a high standard and meet the needs of all road-users.

"I am delighted the Highways Agency is now inviting road-users and all interested parties are to have their say."

The Government is also looking for ways to enhance roadside facilities, so as to improve services for motorists and lorry-drivers, but not so that service stations become destinations in their own right.

The consultation will not review the sale of alcohol since the Government has previously stated its sale by motorways could encourage drivers to contravene laws which prohibit drinking and driving.

View the consultation at www.highways.gov.uk/roads/13322.aspx