A market trader has been banned from shouting about his goods after his yelling that is as loud as a chainsaw landed him with a noise complaint.
Wayne Bellows' family have been selling fruit and vegetables at the Saturday market in the seaside town of Lymington, Hants, for the past 80 years.
The 53-year-old fourth generation stallholder was left "shocked" after local officials deemed him too noisy to continue using his voice to promote his goods.
He was initially told by market regulator Lymington and Pennington Council to only shout from lunchtime onwards to avoid loud sales tactics in the morning, but was later banned from shouting altogether.
Mr Bellows' loudest shout reached 111 decibels, around the same as a rock concert or a chainsaw, but he said it is all "part and parcel of street life".
The father of three has been touting his goods for the last 35 years at his stall, which is one of the 100 at the market which dates back more than 750 years and offers various products.
The town, where the average home sells for around £500,000 and some houses fetch up to £4 million, has been labelled 'too posh for Argos' after residents battled plans to open a branch of the catalogue shop, later turning their attention to the planned opening of a JD Wetherspoon's.
He says that his shouts, which include "tubs of strawberries", "come and try" and "lots of fresh fruit here" are vital to sales. He is worried that the ban could result in a loss of sales and force him to cut staff.
He branded the situation "ridiculous" and claimed that the market, where he pays £340 a month for his stall, helped reduce council tax as it earned substantial revenue for the council.
He said: "I was very shocked.
"The market has been there for hundreds of years and now someone moves into the High Street and decides they do not like the noise.
"It is part and parcel of street life. It's part of the atmosphere. I just use my voice and shout all kinds of things about what we have on sale. If I cannot shout then I cannot sell. Trade will drop like a stone if I cannot shout.
Elizabeth Jarman, 54, of Lymington, who works across the road from Mr Bellows' stall, described his shouts as "part of the market's charm."
A Lymington and Pennington Town Council spokeswoman said that market rules ban traders from making a noise nuisance.
She added: "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."