A COMPANY, which persistently put up an advertising sign along a busy Babergh road despite requests for its removal, is today facing a hefty fine.Babergh District Council took action against Williams Tyre and Exhaust Services Ltd, of Boss Hall Industrial Estate, after the firm continued to attach a sign, which was seen as a potential distraction to drivers near to the busy A14 slip road, without consent.

A COMPANY, which persistently put up an advertising sign along a busy Babergh road despite requests for its removal, is today facing a hefty fine.

Babergh District Council took action against Williams Tyre and Exhaust Services Ltd, of Boss Hall Industrial Estate, after the firm continued to attach a sign, which was seen as a potential distraction to drivers near to the busy A14 slip road, without consent.

At South East Suffolk Magistrates' Court in Ipswich yesterday the company was fined £500 and ordered to pay £330 in costs.

Throughout 2007 the owner of the Williams Tyre advertisement would occasionally remove his three-metre long hoarding at the request of Babergh officers - only to replace it a short time afterwards.

Cate Buck, Babergh's environmental protection officer, said: “It started to become a cat and mouse game - which we had to bring it to an end.

“We do not resort to court action lightly, but felt that in this case given the persistent non-compliance with advertisement regulations, Babergh had no alternative but to prosecute.

“We are pleased with the resulting outcome both because we believe it is the right decision in this case and because it sends a clear message to other potential offenders that we will not hesitate to take robust action against them when negotiations fail.”