Government attempts to persuade company car drivers to take regular breaks during long journeys are being undermined by the poor quality of motorway services.

Despite the best intentions of the official “Take a Break” campaign, motorists are being discouraged from stopping due to the tacky, commercial nature of many service stations, says road safety association GEM.

Davis Williams, the group’s chief executive, said the chains “bombard the weary traveller with a spend, spend, spend culture” and offer little in return, with armies of unfriendly staff doling out bad food.

Mr Williams has called for the Department of Transport to limit franchise companies, pushing them to “change their attitude whilst making it economically viable for them to do so”.

In the meantime, he advises drivers to leave the motorway early for a change of pace and better service.