A company wants to take over Victoria’s roads and turn them into advertising space.

In a move that could revolutionise Australia’s advertising market and thoroughfares, our roads could soon be painted with logos and brands.

Cash-strapped councils could earn thousands of dollars a month from the radical concept, helping to raise money for road repairs.

East Gippsland Shire Mayor Peter Neal said it was an idea his council would consider, but road safety was paramount. “We’re not going to prostitute ourselves for the sake of a few dollars and make our roads unsafe,” he said.

The idea is the brainchild of a Sydney-based advertising firm, RoadAds, which has been lobbying Australian councils to license it to sell road surface ads. Normally only “give way” or “slow” warnings are allowed to be painted on roads.