CHANNEL 4 has been criticised for painting a gigantic eye next to the site of the pre-historic Uffington White Horse.

The logo, created to promote the forthcoming Big Brother game show, was drawn with chalk paint so TV crews could film the title sequence for the new series.

The National Trust, which owns the site, allowed Channel Four to paint the symbol in return for a payment of £2,000, but the image was due to be removed yesterday.

Alan McLaughlin, spokesman for Channel Four, said: "We used an environmentally friendly chalk based paint which we will clean off using hose reels. It is very important to us that we do not cause any damage.

He dismissed claims that the stunt was inappropriate for such a historical site.

"Lots of people were around when they were painting it on and they all though it was good fun," he added.

Charmian Spickernell, spokesman for the Wiltshire branch of the Council for the Protection for Rural England, said: "I am just worried it will set a precedent.

"The CPRE is against any kind of advertising in the countryside."