A porn shop has been slammed for its advertising methods.

Soho Books in Caledonian Road, Islington, has been allowed to sell adult material but until recently was banned from having any displays or neon red signs in the front window which indicated it sold sex products.

Cllr Paul Convery, Islington’s Council’s executive member for planning, regeneration and transport, said under delegated authority council officers relaxed the conditions during the shop’s annual licence review.

Soho Books now advertises in the front window that it exchanges adult DVDs and sells herbal viagra.

Cllr Convery continued: “It now looks like a grim porn shop from around 30 or 40 years ago.

“I am very disappointed that this has been allowed through without any consultation with the public or elected officials.

“The council has tried very hard to drive vice out of the King’s Cross area, closing down a number of unlicensed sex shops and regulating the ones which remain.

“We don’t want a porn shop openly advertising. Nobody should know it is there apart from regular customers who visit and buy what they wish.

“It does nothing to enhance the image of Caledonian Road and frankly offends the sensibilities of the people who live there.

“When I walk past there with my four-year-old son I don’t want to have to explain what the word ‘sex’ means because it is in big writing.”

Tony Rees, who owns Trident Pottery in Caledonian Road, said: “I am very angry. The image of King’s Cross has been on the up and this sends out the wrong message. It is a throw back which we don’t want.”

A council spokesman said: “We haven’t agreed anything and the conditions don’t allow advertising on the window.

“This is an issue we will raise with the owner when we meet them later this week.”