The owner of a hotel in East Yorkshire has been told to remove signs which have advertised his business for 30 years.
Gary Nowell, who runs the Old Mill near Driffield, said the signs were vital to making people aware of his business.
East Yorkshire of Riding Council said the signs were distracting to drivers and required planning permission.
Mr Nowell said he had taken the signs down and paid for official brown signs to be used in their place.
Mr Nowell said: "I think you have to comply with the law but I was just looking for some common sense and a little bit of compromise bearing in mind that we're off the beaten track.
"We're not on a main road or a B-road we're 150m (492ft) off the B1249 and we're actually invisible from the road in the summer when the trees are in full bloom.
"I thought the council might relent and say 'yes you can have some signs providing they comply with our advice'."
Mr Nowell said he was told he would have to apply for planning permission to continue using the signs, but his application was rejected as was his appeal against the decision.
He has since paid to have the official brown signs put up legally.
Peter Ashcroft, head of planning and development management at the council, said: "We're not trying to be over-zealous on these matters what we're trying to ensure is that there's appropriate signage particularly in rural areas."