Basically I want to combine the function whereby you can Less a file and then Shift+F to follow the file, as you would do with Apache's access.log.
However I would like the output to ignore/hide certain lines such as lines with .jpg in or lines with my own IP.
Actually managed to figure it out myself using:
tail -f /var/log/apache2/access.log|egrep -v '\.jpg|\.gif|\.js|\.css'
However the answer below seems a bit more elegant