Advertising that can be updated electronically is more environmentally friendly than using paper-based systems that create waste, according to one ad sales firm.

Stephen Henley, managing director of Bristol-based Henley & Henley, claimed that tests had proven that the screens reduced waste paper.

"We now know that the use of wireless media offers advertisers a cost-effective way of delivering campaigns with minimal wastage," he said.

Sean Keenan, managing director of Comtech M2M, which creates electronic in-store advertising, added that the drive for companies to be more eco-aware is coming from consumers.

"With over 50 per cent of the £1.1bn spent on the UK's point of sale being wasted, retailers are facing increased demands from consumers to deliver environmentally-friendly in-store promotions," he said.

"Our system carries some 'green benefits' saving on the production, delivery and waste of traditional paper-based material for each new campaign."

Comtech M2M currently uses 500 wireless digital in-store displays to advertise Nintendo products in ASDA, Game, Gamestation, HMV, WHSmith, Woolworths, Zavvi and Independent retail outlets across the UK and Ireland.

The LCD screens are updated remotely using mobile phone GPRS technology and are controlled centrally from Nintendo's head office.