Ice-cream vans have been told they can only play their jingles for four seconds or they will fall foul of noise pollution rules, it has been reported.
Worcester city council's licensing committee has recently given the nod to a list of rules to govern ice-cream vendors after a number of complaints, according to the Times.
The vans will be able to play a second snippet of music after three minutes but then will be banned from doing so again for another two hours and will be limited to 80 decibels in certain areas of the city.
Dean Clarke, of Dean's Ices, told the publication he thinks the new rules to prevent noise pollution are "silly" and will "speed up the death of a great British tradition".
"It is something that kids used to look forward to, the ice-cream van coming round; now they won't even have a clue if there's one outside," he added.
Andy Fox, the local authority's senior licensing officer, said it is not the intention to put people out of business but to license everyone legitimately.
It was reported last week by the North Wales Chronicle that residents in Anglesey are up in arms over the noise pollution they say is being caused by off-road motorbikes on a nearby track.
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