A new pub being opened at a motorway service station today was "at odds" with public opinion which was firmly against the move, according to road safety campaigners.
Pub chain JD Wetherspoon said its Hope And Champion will be open from 4am to 1am, seven days a week, in the Extra Motorway Service Area at junction 2 of the M40 in Beaconsfield, Buckinghamshire.
The company has spent more than £1.1 million on the pub - the first to be opened at a motorway service area - which will sell real ale from local and regional brewers as well as non-alcoholic and hot drinks.
The RAC said a survey of 2,000 people showed that only 12% supported putting pubs into motorway service stations.
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Around two-thirds said they did not agree with the move, with older drivers more likely to oppose the sale of alcohol at motorway service areas.
Only 8% of over-55s were in favour, with 71% against, while almost one in five of those aged between 18 and 34 were in support.
The RAC's head of external affairs Pete Williams said: "The public appear to be very much against the introduction of motorway pubs.
"We appreciate the vast majority of motorists drive responsibly and that alcohol is already available in shops at motorway services, but for many this decision seems to be at odds with common sense. In our view this is a risky and frankly unnecessary move.
"The question we are struggling to answer is - of all the places to open a pub, why choose a motorway service station?
"The temptation to drink and drive can only be increased by easier access to alcohol. We therefore urge JD Wetherspoon to do all they can to convey the anti-drink-driving message as strongly as possible at this particular pub."
Steve Baldwin, manager of the new pub, said: "The Extra Motorway Service Area, now including The Hope and Champion, primarily serves the motorway users, but its facilities are also available to the surrounding community from the local road network."