London, July 22 : Traditional ice cream vans in Worcester, Britain, have been banned for playing their jingles for too long, as they are too noisy.
Worcester City Council ordered that the jingles cannot be played for more than four seconds, following the complaints from public.
The sellers will not be allowed to sound their chimes before 12pm or after 7pm and can only play music once every three minutes
"I think they will destroy what's already disappearing. They only want you to chime for four seconds but people just won't hear that," Telegraph quoted Dean Clarke, of Dean's Ices, as saying.
Clark said that he had stopped mobile trading three years ago because more people were buying products from supermarkets and he now trades at events instead.
"It's something that is disappearing because there's no money in it. They are just hastening its demise," he added.
Tom Davison, from the Ice Cream Alliance, a trade association for the UK ice cream industry slammed the council for forcing the sellers out of the ut of business
"All these new rules are making it harder and harder to make an honest living," he said.
"All these councils and MPs are trying to put mobile sellers out of business. It is hard enough to compete against the supermarkets in this industry without all these new rules coming in.
"Whether you play your chimes for six or seven seconds, does it really cause harm to anyone?"
"Four seconds is not long enough for somebody to locate where an ice cream van is coming from - and if you have a nice chime, you want people to hear it all the way through.
"It's a real shame because ice cream men become part of a community and you get to have a good gossip with your customers - they used to say the best person to speak to if you had a problem was your ice cream man. "These conditions are just over the top and inconsiderate," he added.