RESIDENTS in Monmouthshire have slammed signs that have appeared along roads throughout the county calling them “garish” and “dangerous” to drivers and pedestrians.

More than 20 signs have been installed on countryside lanes and major roads as the county council aims to raise £50,000 over the next year from local shops and businesses who advertise on the signs.

This figure is half of what the local authority had initially aimed for in 2015 when the idea was first suggested.

The policy has been rolled out in the southern part of the county, with the bilingual signs expected to arrive in north Monmouthshire and county council car parks later this year.

According to the council, the scheme removes “risks, hazards and liabilities associated with flyposting” but many living in Severnside feel the signs are already doing more harm than good.

Caldicot resident Lyndon Lewington has described the signs as a “blatant waste of money”, adding: “We’ve got betting shops, chains, plenty of takeaways, charity shops but it doesn’t seem we have many local or independent shops here.

“Surely the highways department have got better things to spend their money on?”

“The side roads where I live on Firs Road are in a disgusting state. I can’t understand their priorities, it’s ridiculous.”

More than 70 people shared their views with the Free Press on the matter, with the idea of the signs distracting road users proving to be a common issue.

Writing on Facebook, Alison Kirton said: “The writing is far too small and with it being written in scroll type writing makes it even more difficult to read.”

Dene James described the signs as an “eyesore”, adding: “I love our area and really don’t want to see advertisements littering our beautiful countryside, as well as the danger aspect.”

Leeann Davies, owner of Village Treats Gifts & Sweets in Magor, said: “As the signs are so small, I don’t think advertising my business on them would be of any benefit.”

But some have voiced their support for the project, with Neil Parry posting: “I think that people claiming safety issues should question there worthiness to hold a driving licence.

“It is the same logic of driving past a shop front, for sale sign or hoarding on the side of the road. There is no inherent danger.”

Chepstow-based estate agents Crown have a sign at the racecourse roundabout, which was identified as an “ideal spot” by director Charles Heaven.

“The costings were good, it’s another opportunity to advertise and I know that drivers will be slowing down to get a look at the sign,” he added.

Town councils across Monmouthshire initially rejected the county council’s applications for the signs in 2015, with signs at eight sites taken down within a fortnight after residents complained.

Caldicot Town Council rejected plans to put up 14 in and around the town over fears that the signs would be “unsightly and distracting for motorists”.

Town and community councils in Magor, Chepstow and Usk had also opposed the signs but a revised policy – in which the number of signs was reduced in some areas – was passed by county councillors in November 2016.

A Monmouthshire County Council spokesman said: “The success of this policy is directly linked to the success of the community.

“The desire to sponsor is evident and support from the vibrant business community will enable us to protect other front line services. In the long term it will help support the wider community.

“The policy will produce a meaningful annual income that can be invested into frontline services. The income made from the sponsorship will ensure that the services our communities have come to expect are protected a little more.”