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I'm not so sure. Road-side billboards are typically pretty obvious ads. They stand out by shape, colour and presentation generally. What patio11 is doing is more like putting up a billboard styled with police colours or reminiscent of a "Bingo Fun - 12 miles" in white text on a green background, copying distance and direction signs. I believe signs emulating the blue-white checked police signs we get here in Australia are illegal or at least very heavily discouraged.

I'm sure there's a discrepancy relating to a public space and a private site, but at best this is a grey area and I'm surprised that patio11 would do this as anything other than a discussion point or temporary experiment.

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