Stricter rules could be imposed in Gloucester to prevent businesses putting up gaudy shopfronts and signs.

Gloucester City Council wants to have "greater control over the placement of advertisements, and in particular fascia signage on retail units."

It said there have been an increasing number of poor quality signs going up and it is harming the historic character of the city and putting off investors.

"The city centre risks becoming generic in appearance, with poor signage leading to decreased economic interest from potential investors," said a report going to cabinet next week.

"Research by Historic England has shown that areas with better quality and more appropriate signage in keeping with the historic nature of the area, are more desirable to investors, more economically viable, feel safer, and have a positive effect on community wellbeing."

It is proposed an Area of Special Control is created within the City Centre Conservation Areas to ramp up the council's powers.

The report asks the cabinet to sign off a consultation on the plans, with officers then delegated to secure funding and authority from the Secretary of State for the change.

The new powers could also allow the council to force shop owners to tear down existing signs it does not like and replace them.

In many cases the council has no powers to prevent inappropriate signs and many are put up featuring shiny plastic, poor design, obtrusive, garish colours and oversized lettering.

It named The Works, Vodafone, Bargain Buys and Phone Tech as examples.

Council officers previously went head to head with Cards Direct  over its internally illuminated signage in "garish" pink colours. They said the "wholly inappropriate" banner was harmful to the conservation area and must go.

The report going to cabinet on June 11 said: "An issue has been identified with poor quality and inappropriate fascia signage on historic buildings within the city centre. It is particularly problematic with non-designated heritage assets."

The removal of poor signage on listed buildings is enforceable by the council but it said in practice it struggles to enforce this due to a lack of resources.

While it has "some degree of control" over shopfront shutters and signage, many of them fall under"deemed consent" meaning thed council has no powers to change them.

The new area of special control would allow officers to ensure signs are "more appropriate" to the area before they go up.

It would also allow the council to issue a discontinuance notice for existing adverts it feels have created "substantial injury to the amenity of the area".

The report is due to go to cabinet on June 11 for a decision.