McDonald’s outlet may face fines over unauthorised roadside signs

AN outlet of global super-brand McDonald’s may face fines from South Tipperary county council for continuing to place unauthorised advertisements — some of which appear official — on the M8 Dublin Cork motorway.

Clever tactics are being employed by a local franchisee of the fast food giant in order to try and attract business into its roadside outlet.

One of the methods being used is the placing of a “golden arches” M onto an official services sign in order to make it appear as though it has been authorised.

Under-fire McDonald’s Cashel franchisee Christopher Pim admitted placing the ads on the motorway, but defended the move.

“In the current climate anything which brings custom to a business is badly needed,” he said.

“The difference between advertising on the road or not means about 30% to my business, and that translates into 20 jobs.”

Mr Pim said businesses should be allowed to advertise on the motorway.

“We would be delighted to conform to any regulations but it’s not fair to not allow us advertise at all,” he said, adding that McDonald’s may not be the only business placing unauthorised signage on the road.

A spokesman for the NRA said, however, that road signs are there to point out necessary services to people and are not there for any one business to advertise.

“We use the same signs for toilets, petrol and food which are used all over the world. For food it’s a knife and fork and anything else is unauthorised. South Tipperary County Council is aware of these unauthorised signs, which apparently were designed to look official, but they are not.

“The council will be removing them shortly and it is possible that there will be fines involved.”

A spokesman for the council said the placement of signs on the motorway by different businesses was an ongoing issue despite the threat of fines.

He said ads were removed at the council’s request, but often put back up again. “We have told businesses to remove signs or they will be fined.

“We are trying to stamp this out as advertisements can be distracting to drivers. In the interest of road safety it is important there is no clutter in high speed zones.”

The Cashel 24-hour outlet is the first joint venture between fuel supplier, Topaz, and the American fast food giant, and employs about 80 people.

The services area is the first of its kind on the M8, and cost €6 million. McDonald’s has a 25-year deal with Topaz to provide food services on the Cashel site.