COUNCIL bosses are to stop “sponsoring” a roundabout after the £3,000 cost was branded a waste of cash.

South Oxfordshire District Council pays £2,950 a year to display four adverts on the Crowmarsh Gifford roundabout close to its offices in Benson Lane.

They each say: “Sponsored by South Oxfordshire District Council. Listening, learning, leading.”

It is now looking for other companies to take over the advertising boards, which detractors claim are unsightly and a distraction to motorists.

Victoria Buckett-Hipgrave, council spokesman, said: “It is likely this will be our last year of sponsorship due to the current financial situation.”

Michael Tyce, Oxfordshire spokesman for the Campaign to Protect Rural England Oxfordshire, said: “It cannot possibly be in the taxpayers’ interest for the district council to advertise itself.”

He said: “The advertising boards’ purpose is to distract motorists – no one else is going to see them.”

Andrew Rogers, Wallingford town clerk, said: “It is one thing having a few flowers on a roundabout, but another having signs inviting you to read them."

There are 103 advertising spots on 28 roundabouts across the district, and about 60 per cent are currently in use. The first went up in January 2006.

The district council controls whether roundabout signs are allowed by granting advertising consent as part of its planning powers to control the street scene.

It is now applying to renew advertising consent for all private business signs on roundabouts for another five years. A decision is expected on January 12.

Ian Matten, parks manager at South Oxfordshire District Council, said scrapping the signs “would have a significant impact on the ability of local businesses to attract trade, so it is often a matter of sensible balance”.

He said: “The roundabout advertising scheme has proved to be an effective way of improving and maintaining the appearance of the roundabouts, whilst helping promote local businesses.”

Kevin Clinton, spokesman for the Royal Society for the Prevention of Accidents, said: “Adverts that affect a driver’s sight lines, distract attention or obscure road signs are obviously to be discouraged.”