The DfT stated that this information must be 'easily legible by a person standing on the opposite side of the road', albeit not necessarily visible to a passing vehicle.
It added: 'It is not sufficient that the advertisement can be read by someone standing directly in front of the billboard, since it is designed to be seen by a much wider audience.'
Car marketers, however, are concerned about the government's approach to cutting CO2 emissions. 'I appreciate that advertising has a role in communicating information to consumers, but I'm not sure this is the best way to achieve it,' said Ford of Britain marketing director Mark Simpson.
The announcement also confirmed that the demands will apply only to outdoor and print ads and that TV ads and websites are not considered to be 'promotional literature'.
One marketer said that the changes would 'push motor manufacturers away from advertising on outdoor'.
UK carmakers are to meet the Society of Motor Manufacturers and Traders today (Wednesday) to discuss how to respond to the news.
Environmental lobbyists such as Friends of the Earth and We Are Futureproof, pressured the DfT to create more specific guidelines, also applicable to primarily graphical ads.
Blake Ludwig, managing director of We Are Futureproof, said manufacturers are being made to conform only to existing legislation. 'Car advertisers have been in breach of UK law for years, hiding behind a loophole,' he added.
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