THE world’s largest music and sports clothing companies are under attack for “guerrilla marketing”, the booming industry in covering bus shelters, walls, litter bins, junction boxes, post boxes and empty shop fronts with posters and stickers plugging their wares.

Local authorities say the endemic flyposting amounts to little more than “corporate vandalism” which is blighting Britain’s city centres more than teenagers’ graffiti.

Westminster council is leading the campaign against the practice. Simon Milton, the leader of the council, said: “It’s an ugly antisocial scourge of the streets that is degrading the city. Once you allow your city to be taken over by flyposting, you’re inviting a lot more serious problems.

“It is persistent corporate vandalism. Corporate antisocial behaviour is now as much of a problem as noisy neighbours.”

Flyposting is illegal, but music industry sources admit that multinational corporations deliberately and repeatedly break the law to market their goods because it is so effective, and because the fines are so small that they form a tiny part of the overall advertising budget.

Music and advertising trade associations have written to advertisers and music companies warning them that they are breaking the law, but the practice has continued to escalate.

Westminster spends nearly £200,000 a year removing posters and has prosecuted some of the world’s biggest record companies, but it faces a revolving door of cases in the courts. Telstar records was fined twice last year — for £200 and £300 — for flyposting the girl band Mis-Teeq, and faces two more prosecutions this year. Sony Music was fined £1,800 for flyposting “Pay as you go”, and is being prosecuted again for Mint Royale.

Now local authorities are demanding far bigger fines and draconian new powers to clamp down on the practice. The Government is promising legislation to make it easier to prosecute the perpetrators, who include the likes of Universal, Sony and Telstar.

Universal, the largest music company in the world, was fined £450 last year for flyposting New Found Glory, and now faces four more prosecutions for U2, Shaggy, Sugababes and Busted.

A spokesman for the Office of the Deputy Prime Minister said: “It is clearly a problem that needs addressing nationwide — it is something we are looking at.”

Universal declined to comment last night in the face of the impending court cases, but it is understood that the company is imposing a nationwide ban on flyposting. Sony and Telstar were unable to find anyone to comment.

Flyposting is carried out, usually at night, by dozens of small companies employing an army of young people in what amounts to a booming illegal industry. Many openly advertise their services on their websites. Posters 2000, which dubs itself a “street advertising company” servicing the South of England, offers to flypost 20in by 30in posters for 50p each, and will weave cardboard adverts into roadside railings for £1.50 each. It declined to comment yesterday.

Slater and Walker, a company that only does flyposting, and whose clients include EMI, Virgin, Chrysalis and Polydor, yesterday defended the practice. “You can say it is breaking the law, but it’s bits of paper on a wall — is it hurting anyone? It’s cheap advertising. Something to look at. Don’t the councils have better things to do?” a spokeswoman said.

Many music companies beat prosecution by claiming that they were not responsible for the advertising and were unaware that it was happening. But an industry source told The Times: “It is a not inconsiderable outlay, so a marketing manager is not likely to hand out the money not knowing what it is being used for. There is a reasonable understanding among music marketeers of the destination of their posters. It is extremely direct and effective in raising awareness.”

To prevent companies feigning innocence, the Government plans to make those who benefit legally responsible for posters, regardless of whether direct liability can be proved.

Flyposting fines

Footlocker UK: Footlocker, £2,000
Telstar records: Mis-Teeq, £200 and £300
Warner records: Brandy, £200
Azuli records: Another Late Night, £450
Sony Music: Pay As You Go, £1,800
BMG Entertainment: Elvis vs JXL, £525
Universal records: New Found Glory, £450
EMAP Elan: FHM, £350
Viaduct: SMILE, £1,500

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