The pilot is being held by Highways England on a section of the M5, between Bristol and Exeter, with five motorway service areas involved. Depending on the results, the scheme could be rolled out nationally.

The move is intended to give drivers more information to help their journeys and to boost competition on fuel prices.

Roads Minister Andrew Jones said: “The Government is on the side of the honest motorist who have raised concerns for too long about petrol prices at motorway service stations. This trial will allow drivers to be much better informed about the cost of fuel and make it easier to plan their breaks around the cheapest deals.”

Chief Highways Engineer at Highways England, Mike Wilson added: “Providing fuel price information is an important part of a bigger picture – we want road users to be more informed and in better control of their journeys. This means they’ll be better prepared, more inclined to plan breaks and have a positive driving experience.”

The trial will run until the end of 2017 during which time Highways England will be monitoring the effectiveness of the signs in providing useful information to road users, understanding the impact on improving fuel prices and also carefully monitoring whether there are any safety implications such a more cases of running out of fuel.

Electronic message signs will show the price of fuel at Gordano, Sedgemoor, Bridgwater, Taunton Deane and Exeter motorway service areas.