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From the end of June the Borough of Poole has amended the licensing conditions to allow advertising on the town's taxis.

Poole residents won't have to pay any more than usual for the taxi fares, as these are determined by rising costs in the industry (fuel and insurance in particular) and increased opportunities for revenue streams may ultimately benefit the customer.

Councillor Ron Parker, Cabinet Portfolio Holder for the Local Economy, said: "Taxis provide an invaluable service to the people of Poole 24 hours a day, 365 days a year. I am confident that the local businesses will see the mutual benefit of advertising on our taxis. In addition they are the first and last impression of the town for many visitors, so hotels and attractions could benefit too."

Nick Phillips, Senior Passenger Transport Co-ordinator, Borough of Poole, said: "Previously external advertising was only permitted on the rear doors and boot. This severely restricted the potential for advertisers. Advertisers should remember that many of these taxis have two or more drivers and are on the road 24-7. They therefore provide an ideal canvas for maximum coverage of the town. We also hope to raise the profile of the town's taxi's which are an important and integral part of Poole's public transport network. This advertising will also have the benefit of making vehicles more visible and distinctive to passengers, aiding identification at night."

Any of the 72 Poole cabs will be available for businesses wishing to get their message across, simply contact Nick Phillips on 01202 262422 or email him at n.phillips@poole.gov.uk.

• All advertisements that are displayed must comply with the Advertising Standards Agency's "British Codes of Advertising and Sales Promotion". In short, this means that all advertisements: \n

• should be "legal, decent, honest and truthful" \n

• should show a sense of responsibility to the consumer and to society \n

• should accept the business principles of "fair competition" \n

• No more than one advertisement per car. \n

• No additional lettering, numbering or markings permitted on the front driver's door or front passenger door of the vehicles.

• Rear of front head rests in saloons/estates. Maximum of one advertisement per headrest. \n

• On the underside of tip-up seat on purpose built vehicles facing into the passenger compartment. Maximum of one advertisement per seat. \n

• Suitable materials include glossy PVC types with a self-adhesive backing. Reflective materials are not to be used.

• Any material that is used, should be of a quality not easily disfigured, damaged or detached. \n

• Proprietors are to ensure that any advertisements displayed are not disfigured or damaged and shall immediately remove any advertisements that are or become disfigured or damaged. \n

Although the Borough of Poole has approved the display of advertising on licensed hackney carriage vehicles in the borough, the Council should not be associated in any way with any involvement in the selling of such advertising space by any hackney carriage proprietor, his agent or representative, nor does the Council necessarily endorse any product so advertised.