A scheme that puts up brown tourist road signs for McDonald's restaurants, but nothing for a Grade 2 listed building has been condemned by local AM, Angela Burns.

The brown road signs are supposed to point visitors in the direction of tourist attractions, but many operators in the county find it impossible to get permission to put one up.

"I have heard from a number of tourism operators who have tried for years to get permission for these signs and have had no luck," said Mrs. Burns.

"It wouldn't be so annoying if the same tough rules applied to everyone, but for some reason the McDonald's restaurant in Haverfordwest is allowed to have one and it can hardly be called a tourist attraction."

Tourism operators have to apply for permission from the local county council if they want a brown sign on the local road network. But if they want to put one on a main road such as the A40 they have to ask permission from the Welsh Assembly Government's Trunk Roads Agency.

To be eligible they have to meet a number of conditions, including minimum visitor numbers and the support of Visit Wales.

Geoffrey Philips owns Slebech Park, near Rhos, a restaurant and conference centre based in a Grade 2 18th Century building. He has failed twice to get a brown sign on the A40.

"It's completely nuts," he said. "It costs £150 to apply each time and I've done so twice and been turned down both times.

"We are in a rural area and we are trying to stop people rushing around the country lanes at speed, driving through villages they don't need to go through and getting angry as they try to find us.

"I am not for sign pollution and we have agreed with Picton Castle to share a sign, but the Trunk Roads Agency has refused.

"I think there should be some consistency about the system, if McDonald's gets a sign, then every eatery should get one."

Mrs. Burns is now lobbying for more transparency in the system and for a more level playing field.

"It's wildly inconsistent at the moment with no rhyme or reason," she said. "I have raised it in the Assembly a number of times, including with the Heritage Minister, but have been given the brush off.

"I will continue to press for clearer rules and appeal process. It is ridiculous that a fast food chain can get a brown sign, but a fine dining restaurant in an historic building cannot."