WELSH language activists have unveiled their biggest direct action campaign for a decade.
In midnight strikes pushing for blanket bilingualism, Cymdeithas yr Iaith members are prepared to break the law by plastering High Street shop windows right across Wales with stickers asking: "Where's the Welsh?"
The latest hit was on Cardigan on Friday night when a pack of Cymdeithas protesters slapped "Ble mae'r Gymraeg?" labels on companies such as Boots, Dorothy Perkins and Kwik Save.
Campaigners have already targeted Flint, Cardiff and Aberystwyth in their first direct action protest since their 30-year campaign which brought about the current Welsh Language Act.
And they have vowed they won't stop until the National Assembly introduces a new version of the law.
Rhys Llwyd, chairman of the New Language Act campaign, said: "Time and time again, we see companies and organisations refusing to offer services in Welsh and by doing so they trample on the rights of Welsh speakers."
Cymdeithas says the fundamental weakness of the current Act is that it only covers public bodies and not private companies.
It claims many firms will only operate in both English and Welsh if they are made to by law.
Mr Llwyd added: "If we don't face the challenge, Welsh speakers will lose opportunities to use the Welsh language as part of their day to day life."
The organisation refuses to say where its next target will be.
But Cymdeithas promises a nationwide strike climaxing with a national forum in Aberystwyth on March 12.
Plaid Cymru MP for Caernarfon Hywel Williams will address the forum.
The aim is to convince the Welsh Language Board to ask the Assembly to draft a new Act from Westminster.
But Minister for culture, Welsh language and sport, Alun Pugh says he will not give into the tactics.
He said: "I don't see the need for a major new Welsh Language Act at the moment because there's plenty of life in the existing legislation. For example, we have used this to bring water companies within the scope of legislation.
"There's a very strong business case for working in both languages in Wales.
"I can understand the frustration of first language Welsh speakers who do not receive an appropriate service from private companies but protests should stay within the law."
David Davies, AM for Monmouth, warns that Cymdeithas campaigners may be antagonising the very people they need to convince.
And it could have a damaging affect on Welsh business.
He said: "I think they're making a mistake by embarking on direct action. They're likely to lose a certain amount of public support and sympathy.
"They're more likely to put companies off coming to Wales if they continue with their fairly negative campaign.
"One of their issues is the number of young Welsh speakers who leave Wales to get jobs because there are not enough available here.
"A campaign like this is likely to discourage companies coming here and that will further the problem."
Chairman of the Cardiff Retail Partnership David Hughes Lewis is also concerned about the effect on business.
He said: "I fully sympathise with their sentiment and I would welcome having bilingual signs in all shops, especially in the capital of Wales.
"I can imagine retailers won't be too happy to have these stickers on their windows, and if they start being disruptive they could do some harm.
"They could put one or two English retailers off coming here."
Individual managers at High Street stores were unable to comment yesterday although a spokesman at sticker-hit Thresher off-licence in Severn Grove, Cardiff, said last night: "We haven't removed the stickers yet. We're awaiting advice from our security team."
Welsh Liberal Democrat leader MP for Montgomeryshire Lembit Opik said direct action may intimidate their audience.
He said: "I see the case for non-violent direct action, but what's their success rate?
"There's a difference between persuasion and objection.
"I'm a politician and I understand what they're doing, but for other people who don't speak Welsh, it can look quite militant - they may be unnerved by it.
"My own personal policy would be to contact the people involved rather than take direct action."
But Cymdeithas members insist they have tried all other avenues, with very little response.
Hedd Gwynfor, vice chairman of Cymdeithas Yr Iaith, argued: "We've been campaigning since 1993, since the original act was introduced. We've gone through all the normal routes, contacting all these companies and going to meetings with them, meeting officials but we've hit a brick wall."
But police warned last night the sticker campaign was tantamount to vandalism.
A South Wales Police spokesman said: "This could be considered as criminal damage."
Along with the stickers, members are being encouraged to use whatever non-violent methods they can to get their message across.
A group of protesters recently spray-painted a McDonald's in Aberystwyth, closing the fast food restaurant down for several hours.
Hedd Gwynfor added: "I would condone any sort of action like that. We have never used violence - it's all stunts. But this is not just a couple of extremists, it's a serious campaign."
One supporter is Simon Thomas, Plaid Cymru MP for Ceredigion. But even he warned against Cymdeithas's tactics.
He said: "We believe there's a need for a new Welsh Language Act - we need to move on to develop the Welsh language.
"There has to be room in a democratic society for direct action, but it has to be used very carefully and as a last resort."