The ALDI shop in Portslade was fined by the council enforcement team for 16 offences. These involved roadside direction signs, which shop bosses admitted putting up.

Officials issued the on-the-spot fine under the Environmental Protection Act. They removed a number of signs because as well as being illegal they are regarded as a distraction to drivers.

The store was given until 5pm on the same day to remove many others.

A council spokesman said, "It's bizarre that a company of this stature actually appears to have prepared illegal flyposting as part of its planned publicity for a new store opening.

"You'd imagine that such an established retailer would know the laws in relation to advertising and set some kind of example.”

Is it possible that the store took the view that the publicity was worth paying a fine for?