HE'S called Bellows and for the civic chiefs of Lymington he's a problem.

Wayne Bellows has been ordered to lower his voice after his traditional market-style sales patter sparked a complaint from a local resident.

The aptly-named trader, has been selling fruit and veg on the High Street for 35 years and is the fourth-generation stallholder.

Mr Bellows, 53, told the Daily Echo: “Five weeks ago I was handed a letter saying I’ve got to stop shouting for a couple of hours in the day. On Tuesday I received a phone call from the council saying that she did not want me to shout at all.

“It’s no good for business and we will not take it. All the traders will get together in protest and sort things out with the council. No one supports this."

Mr Bellows fears he could make significant losses and be forced to make staff cuts if he was no longer able to shout.

He said: “It would make a lot of difference. It could affect 40-50 per cent of our takings, because the high street’s always so busy on market day and they might just walk by without seeing us.”

The council warned traders that if they fail to abide by the rules imposed they could forfeit their pitch.

Mr Bellows said: “I have to earn a living I can’t let my money go down, so I’ll keep at it and wait and see what happens.

Fruit seller on Lymington market for 35 years Mrs Long said: “You need to shout, you need the banter to get people’s attention. If you are reducing something it helps to sell the item. I do shout at the end of the day.”

Commenting on Mr Bellows warning she said: “It’s all part of the market shouting, I’ve never heard anything like it. I think it’s a misunderstanding. I have seen the mayor this morning and he’s sorted the matter. He does not seem to think there will be any changes for us.”

A town council spokesperson said: “The town council has a responsibility to ensure a well-managed market for all and upon receiving complaints has to deal with them in line with our market regulations, as published on our website.”

The charter market regulations state: “He/she shall not use any amplified or any other device that created a noise which may or is likely to cause such a nuisance.”

Jacqui Head, of Lower Buckland, Lymington, visits the market every Saturday, she said: “The whole thing is totally wrong.”

“You go to any market and they’re shouting. They have busketers’ out here most Saturday’s without licenses, people collecting tins and they’re not reprimanded. It’s completely wrong.”

“The town council is killing this market. It’s only market banter there’s no harm in it.”