Fears are growing that pubs across the country could be asked to take down their road signs to prevent drink-driving following action by a local authority.
The Highways Agency backed a move by Wiltshire County Council to block signs pointing drivers towards pubs - leading to concerns from trade chiefs that it could set a precedent.
Tom and Trisha Russell, who run the Black Dog in Chilmark, have built their business on passing trade from the A303. But the couple have now been ordered to remove their road sign - two and a half years after it was put up. "Up to 60 per cent of our lunchtime and weekend trade comes from weary drivers pulling over to take a break, entertain whining children and have some food," Tom said. "Without our sign no-one will know we are here.
"We offer a take-a-break service and prevent people from driving when they are too tired. Our trade should be encouraged not penalised - we stand to lose 30 per cent of our business."
But Jacqui Ashman, local Highways Agency planning manager, said that the Black Dog's sign was "potentially providing the temptation to drink and drive".
She said: "No alcohol is allowed to be served or consumed in service stations on motorways as a matter of principle and we would wish to continue this principle by not encouraging drivers to break their journey in a public house."
Wiltshire Council has also told the owners of the Bell in Wylye to remove a sign that has been in place for several years, and the Carrier Arms in Codford has been refused permission for a new one.
The Highways Agency told The Publican the move is a local matter rather than national policy but many in the industry are concerned a precedent could be set.
Tony Payne, chief executive of the Federation of Licensed Victuallers' Associations, said: "Supermarkets sell alcohol and they have roadside adverts - if pubs have to take their adverts down then so should the supermarkets. Pubs alongside busy roads encourage people to take a break from driving to reduce tiredness. It is unfair to target the pubs."
And Godfrey Page of the Guild of Master Victuallers added: "Any local decision is likely to set a precedent and this is a dangerous precedent to set. Other local councils could now jump on the band wagon."