Nearly half of UK van owners fully brand their vehicles to promote their businesses, but many are increasingly concerned that high visibility is making them targets for crime, according to new research by Tempcover.

A survey of 500 van owners found that 47 per cent display prominent logos, contact details or signage on their vehicles, turning them into mobile advertisements for services ranging from plumbing and deliveries to pet grooming and maintenance work. A further 25 per cent use partial branding, such as smaller decals.

For many, the motivation is commercial. Half of respondents said branding helped them project a professional image, while 48 per cent cited increased local awareness and customer acquisition. Others said it helped them stand out from competitors or made it easier for potential clients to contact them.

“Vans have become powerful marketing tools for small businesses,” the report notes, reflecting the importance of visibility in highly competitive local markets.

However, the findings also point to significant downside risks. More than half of branded van owners — 54 per cent — said they had experienced theft, attempted theft or vandalism that they believed was linked to their signage. A further 39 per cent reported no such incidents, highlighting a sharp divide in perceived security.

Concerns about crime are influencing behaviour. Almost one in five owners keep their vans unbranded, primarily to avoid attracting unwanted attention, complaints or theft. Nearly a third said visibility itself was a deterrent to branding, while others pointed to higher repair costs and reputational risks if poor driving was reported.

More than two-thirds of respondents believe larger or more prominent branding increases the likelihood of vandalism or theft. As a result, 42 per cent said they had already removed branding from their vehicle, while a further 14 per cent are considering doing so.

The research suggests that van owners are increasingly weighing marketing gains against operational risk. While branding can generate leads and build trust, it can also signal the presence of valuable tools and equipment, making vehicles more attractive to criminals.

Claire Wills-McKissick, a van insurance specialist at Tempcover, said security should be a priority for small firms. “A van is often the backbone of a business,” she said. “Eye-catching designs can attract customers, but they can also draw unwanted attention.”

She urged owners to take practical steps such as using additional locks, parking in well-lit areas and avoiding leaving equipment inside overnight. Flexible insurance arrangements, she added, could also provide reassurance for businesses relying on their vehicles for day-to-day operations.

The findings underline the difficult trade-off facing many sole traders and small firms: how to stay visible in crowded markets without exposing themselves to greater financial and operational risk.