WIDENING the ban on estate agent boards across the city will have no impact unless it is effectively policed, an expert has warned.

James Epps from Oakley said that current restrictions on advertising boards in historically significant and sensitive areas of the city were too often ignored by estate agents who felt able to flout the rules.

The residential director of the firm's Brighton and Hove team said it was not currently a "level playing field" because firms who broke the rules repeatedly escaped punishment and benefitted with free advertising.

Mr Epps was responding to proposals to extend the reach of the ban to other parts Brighton and Hove raised by Conservative councillors Robert Nemeth and Garry Peltzer-Dunn last month.

The pair argued that several areas of the city had been mistakenly left out when the scheme was introduced in 2010 and that "unscrupulous agents" were abusing the system.

Councillors agreed to explore widening out the restrictions on agents boards at full council last month with a final decision expected to be made by the economic development and culture committee in September.

Council officers said they had dealt with just five complaints on the issue in the current year and said resolved issues in conservation areas without resorting to costly court action.

Mr Epps said unscrupulous agents flouted the rules at the moment on the assumption that even a £1,000 fine would be good value for the level of promotion and recognition having prominent boards displayed brought.

He said: “The newer and less reputable companies don’t care, all they are after is brand awareness.

“They are willing to take the risk and even if they are hit with a fine, they consider it’s worth it for the exposure.

“Their attitude makes a mockery of the current rules, it’s just not a level playing field for firms like us who play by the rules.

“Until its policed properly that won’t change, at the moment it’s just a half-hearted attempt.”

A Brighton and Hove City Council spokesman said: “When boards are bought to our attention we contact the estate agents who usually arrange for them to be removed within 24 hours.

“This year our planning enforcement team dealt with five complaints about boards, less than in previous years.

“We are pleased that, so far, we have been able to resolve issues with estate agents boards in conservation areas, without having to go to court.”