The large billboard on Moor Road shows a woman in underwear and has caught the attention of drivers going out of Chorley.

Residents living along the busy road say the Matalan clothes advert has had a va-va-voom effect on drivers and makes many slow down so they can take a closer look.

As a Guardian reporter was speaking to local residents he saw several passing motorists brake to get a closer look at the blonde poster model.

Karen Thompson, 43, said: "It's not something I would slow down for but I'm sure there are people that will - it might not be the best place for it because it's near a very busy road.

"It's close to a set off traffic lights and people cross Moor Road road throughout the day, so it could be dangerous if someone is distracted and not minding the road.

"Saying that, it's nothing people should be too concerned about - after all, it's just a woman lying on a beach."

Another resident, who asked not to be named, said: "It's certainly having an effect because I saw two or three drivers slowing down one after the other to have a look at it.

"I have always been able to see the advertising board when I open my curtains in the morning, but it's never been something as racy as this."

The same Matalan billboard has also been spotted on Brooke Street, close to Sacred Hearts Church and the zebra crossing at Sacred Hearts RC Primary School.

Andrew Howard, head of road safety at the AA, said: "There are lots of things that can distract drivers which includes adverts of half-naked women.

"We have had cases of drivers being distracted by the Angel of the North statue, displays in shop windows or even a blooming magnolia tree - it's impossible to remove everything that distracts you when you are driving.

"A more experienced driver knows how to deal with distractions and is less likely to look at an advert.

"Companies often put billboards in a location where drivers would slow down so they can have a look at it and read the name of the firm that's selling the product.

"Motorists have got to learn to deal with such distractions - it's impossible to create laws for everything that distracts drivers."

Despite a number of requests nobody from Matalan was available for comment.