An independent trader who was threatened with a fine of up to £2,500 for putting an advert on a fence he erected has been given hope it will be cancelled following a council statement.

Stephen Aldridge, 50, of Wanstead Fencing, was sent a letter from Waltham Forest Council stating he had broken regulations after putting up the temporary notice outside a house in Bushwood, Leytonstone, last week.

He was threatened with a £60 fine if paid within 14 days, potentially rising to £2,500 if the case comes to court.

But the council has said to the Guardian that the regulations do not apply to adverts which are in place while works are still being carried out.

Mr Aldridge is only part of the way through installing the residential fence, suggesting he has not broken the council's rules after all.

He said: "You can clearly see the job is not finished and I'm still waiting for the gate to be delivered, so under their own rules there were no grounds to fine me.

"I only keep these signs up for a couple of days, it was temporary anyway.

"The council could have easily have called me to check - my number is on the sign - but instead they seem more interested in making a bit of money."

A council spokesman said in the statement: "The regulations permit advertising by a contractor on the premises whilst works are being carried out only. 

"As soon as the works are complete, the advert must be removed.

"There has not been a change of policy and as a contractor Mr Aldridge should be aware of the regulations.

“These are the same regulations we enforce in clamping down on Estate Agents leaving signs up excessively long or scrap metal merchants advertising via posters and stickers.

"We know residents of Waltham Forest don’t want adverts plastered up all round the borough and we have to be fair in applying the law equally to all parties guilty of this practice.

“That said, Mr Aldridge is of course welcome to appeal the fixed penalty notice and the council will give his specific circumstances due consideration.”

Mr Aldridge has contacted the council pointing out the work on the fence was not completed and is hopeful the fine will now be cancelled, although he is yet to receive a response.