The Friends of the Lake District (FLD), wants trucks and lorries, which are used to advertise business, banned from parts of the M6 in Cumbria.

The organisation claims the method of advertising is "inappropriate".

But the Forum for Private Business said farmers and landowners must be allowed to advertise if they are to diversify.

The call from the FLD, which is affiliated to the Campaign to Protect Rural England, follows moves by the Highways Agency to have illegal roadside advertising boards on motorways in the North West removed.

Graham Hale, planning officer for FLD, said: "We appreciate the difficulty of farmers and the need to diversify, but it is not appropriate to put a lot of banners on the land.

"We have been in touch with local authorities who have removed some of these.

These ads are on articulated lorries which are right beside the motorway, which is already the biggest blot on the landscape Nick Goulding, Forum for Private Business

"We feel is that it is inappropriate to have this kind of advertising in the countryside.

"If people are concerned about ads like this people should contact their local planning authorities."

But Nick Goulding, chief executive of the Forum for Private Business, said: "This is a legitimate source of income for farmers and small businesses, who are being encouraged to diversify.

"Given problems with the economy in the countryside over the past few years, it is right that they should pursue alternative revenue opportunities. It keeps money in the countryside.

"These ads are on articulated lorries which are right beside the motorway, which is already the biggest blot on the landscape.

"This is just another mechanism of communication. This money stays in the local economy and the local community.

"Amongst other thing this is a positive measure to support the rural economy."

Earlier this month the Highways Agency launched a campaign to have illegal roadside advertising boards on motorways in the North West removed.

Local authorities are being encouraged to take action against landowners displaying adverts close to motorways.