A headteacher is to protest to the Advertising Standards Authority over a billboard poster near his school which he says sends out the wrong message on Drugs.

He is worried because the poster is only yards away from his school and is also situated on a route used by a number of school buses.

The giant billboard in Little Horton Lane, Bradford, is an ad for new men's lifestyle magazine Later which is launched today.

Head Teacher John Player of Grange Upper School said today: "We consider it as inappropriate advertising so near the school. It is reinforcing images that we are trying to steer away from. I will be writing to the Authority."

Bradford Council leader Ian Greenwood said he found the poster totally unacceptable: "It is unacceptable to advertise a magazine in this way by justifying the use of an illegal substance or drugs. I will be writing to the ASA and would like to see these posters come down."

And it has provoked fury among nearby residents and St Oswald's CE First School in Christopher Street who are demanding the posters be taken down.

The poster states in huge letters 'Get some coke for Jamie's party.' And it then refers to one gram or two litres.

Protesters say this is a direct reference to the hard drug cocaine.

Another poster for the magazine referring to the soft drug cannabis with the words 'Grass - mow it or smoke it,' is also on display in Wyke.

Drugs worker Yvonne Troy who runs the anti-drugs Ripple Project in Buttershaw branded the poster appalling.

She said: "It is totally irresponsible by the advertisers. They are trying to make drugs look fashionable and they are not. I just cannot believe that this is advertising a new magazine. Campaigns like this should not be allowed anywhere."

A statement from nearby St Oswald's First School said it would not support any poster that had any inference to drugs.

And passer-by Doris Tindale of Bradford said she was furious when she saw the poster yesterday afternoon.

She said: "It is clear that it is referring to the drug cocaine and the poster is right near a school."

Angela Billing, of Haycliffe Lane, said it should be removed and neighbour Karen Lister agreed. She said: "It is not portraying a good message and it should come down. A lot of teenagers will understand the drugs reference on the poster".

A spokesman for IPC said it had received no complaints. And a spokesman for advertising agency Fallon McElligot who designed a series of posters for the nationwide campaign said the magazine was aimed at men aged 25-30 years old, "who are growing up."

A spokesman for the ASA said it had dealt with a number of telephone complaints. If a complaint is upheld against the poster, then future adverts for the magazine will be pre-vetted for the next two years

Converted for the new archive on 30 June 2000. Some images and formatting may have been lost in the conversion.