AN ANGRY trader in Worcester is pleading for a reprieve over the A-boards crackdown - saying he relies on his to survive.

Jim McLaughlin has ran Court Leather, a clothing and accessories shop, in Reindeer Court for the last 11 years.

The popular businessman has had his A-board situated on The Shambles, which he says brings in vital customers who otherwise would not know it exists.

He's called upon Worcester City Council to consider Reindeer Court "a special case" ahead of a crackdown coming into force from April.

As your Worcester News revealed last month, fines of £80 and even court appearances could be threatened to traders who refuse to comply with new, tighter guidelines to reduce the clutter.

Mr McLaughlin said he considers the policy "an attack on businesses" and will resist it.

"A lot of things have changed in the city, trade where we are has really gone downhill and we need all the help we can get," he said.

"Especially since Asda opened people get cheap parking there, and because of where they are they head straight through Mealcheapen Street to the High Street.

"Lots of our best customers are people out of town who come here because of that A-board.

"I just feel it's anti-business to do this at this time - if you've got a shop facing the High Street you can have an A-board out but we're hidden away, so we need it out where it is now.

"It's a serious issue for all of us."

The crackdown means the A-boards will be limited to just one per trader, with a maximum size limit of one metre by one metre, and 1.8 metres of the pavement must be clear for shoppers to walk past.

Among the other requirements is a ruling that they must be adjacent to the shop in question.

Under the laws, mainly taken from the Town & Country Planning Act, traders can be fined immediately and face having the board removed after two days if it fails to meet the guidance, followed by prosecution for persistent breaches.

The city council insists it will treat all traders fairly and has no intentions of damaging businesses.

A spokesman said: "The council's aim is to make the city centre as attractive and safe as possible for residents and visitors, and to enable businesses to be successful.

"For that reason we encourage displays and signage that visually enhance the street scene, but at the same time we recognise some items such as A-boards, advertising signs and bollard sleeves need to be managed to avoid street clutter which detracts from the city's attractiveness.

"It is also important to ensure the city is safe, easy to navigate and does not contain any unnecessary trip hazards, particularly for the visually impaired, wheelchair users, the less mobile and people with prams, buggies or mobility scooters."