KFC uses phone box roofs for subliminal advertising (No, really)

It's surprising enough to see somebody actually using a BT phone box these days, but even more so to discover that KFC is taking advantage of them to place specially molded arrows on top of:

View Larger Map
This raises two distinct and worrying possibilities:

1) BT doesn't know about it, and KFC has adopted an aggressive underground marketing scheme, akin to how local nightclubs advertise on pirate radio stations.

2) BT has an official channel for these sorts of adverts, meaning that somewhere out there, some poor blighter has to approve Kentucky Fried Chicken arrows and see if they meet the laid out stipulations (Is it no longer than 450mm and 50mm in depth?).

Either way, it's grim.