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DOORSTEP salesmen have been banned from a sheltered housing complex in a bid to protect elderly and vulnerable residents.

The first specialised No Cold Calling zone in the city has been set up at Lily Gertrude Simister Court in Tunstall.

It is the only zone in the city which covers sheltered housing.

The decision to include sheltered accommodation in addition to street zones came after residents reported incidents where traders have got into the complex and sold items such as dishcloths, dusters and kitchen items at inflated prices.

It means that doorstep-sellers are now committing an offence if they knock on people's doors within the complex and face prosecution by police.

Stoke-on-Trent City Council Trading Standards, police and the fire service have joined forces to ban salesmen.

Julie Steele, scheme co-ordinator at Lily Gertrude Simister Court, said: "It's about raising awareness and providing reassurance. It's unique to Lily Gertrude because it's the first time the scheme has been launched at a sheltered housing complex.

"I feel that it will give extra security for residents."

Signs have been put up outside the complex off Wesley Street and residents have been given information on how to spot rogue traders and distraction burglars, as well as how to deal with cold callers.

PC Darren McGrath, neighbourhood officer for the area, said: "We don't want residents to panic.

"Cold calling has not been a big problem in this area, but there have been a couple of incidents in the last couple of years.

"No Cold Calling zones are a great way to ward off suspicious callers and we want to advise residents on how to deal with cold callers if an incident arises."

Mary Beech, aged 76, who has lived at the complex for seven years, said: "It's a great idea.

"We've had some strangers come in before. Some residents let them in by mistake.

"We've had people selling teacloths, towels and perfume. They tell us it's a bargain but we know it's not."

Sheila Atkins, aged 65, who has lived at the complex for three years, said: "You do feel secure in here, but the No Cold Calling zone will make us feel even more safe."

Tony Oakman, director of adult and neighbourhood services, said: "We held a consultation event where the problems of cold callers at sheltered housing sites were discussed.

"The residents at Simister Court agreed upon their block becoming a No Cold Calling Zone after people had sneaked in and tried to sell poor quality or overpriced goods.

"We're also encouraging people to report incidents of cold calling to the city council's trading standards team or through their Lifeline service and to the police."

Rebecca Grainger, fair trading officer for Trading Standards, pictured below, said: "The No Cold Calling zones are usually a combination of streets, but this is the first case where it focuses on a sheltered housing complex.

"This was a response to residents' concerns about people gaining access into the building and because of the vulnerability of residents we decided to set up a No Cold Calling zone.

"Our aim is to provide residents with the awareness to be able to safely deal with doorstep callers and give them the confidence to say no."