A SEX shop owner's cheeky ploy to advertise his business could end up in court.

The Pleasure Zone has already been at loggerheads with the Government this year, after the Employment Service refused to advertise vacancies for a masseur and a shop assistant at the premises in Darlington's North Road.

But the company is now at the centre of a fresh row after upsetting villagers living just off the A1 in North Yorkshire.

A caravan has appeared on the edge of the dual carriageway near Baldersby, emblazoned with the Pleasure Zone logo.

And, with the word "Massage" painted in 2ft-high red letters, it does not take much imagination to work out the sort of products the company supplies.

A number of trucks and vans have already been spotted pulling up for a closer look, but police have confirmed they are powerless to intervene as the caravan is on private land.

"It's rather like the advertisements urging us to buy British farm products which began cropping up in the countryside earlier this year.

"Obviously, the (farmers') cause may be more worthy, but the rules are the same," said a spokesman.

Ward councillor Audrey Skipsey said she was horrified when she spotted the caravan for the first time.

She has contacted Hambleton District Council's planning department, which has issued a notice to the landowners warning them they have until a week on Wednesday to have the caravan removed, or face the consequences in court.

She said: "Not only is it distasteful but it could be a distraction, particularly for drivers on the northbound carriageway, who would have a better view. This is a dangerous road already, and it is irresponsible to put signs there.

"There have already been a number of accidents on the road between Baldersby and Sinderby."

No one could be contacted at The Pleasure Zone for comment