A sex shop has failed in its bid to use a fire exit as an alternative entrance for "timid" customers.
Councillors also turned down a request to change the wording above the front door from "adult" to "sex" shop.
The owner of Secret Desires in Taibach, Port Talbot, told councillors some potential patrons were too shy to use the front door on the main road.
He applied to Neath Port Talbot's Licensing Committee for permission to use the fire escape as well.
Owner Simon Sternchuss stated in his application changing the word "adult" to "sex" would remove any "confusion" as to the type of premises he operated.
Mr Sternchuss said: "There's no two ways about it, it's a licensed sex shop under the local government act.
"I'm just trying to protect the public - not offend anyone"
"I did not want to change the name - I just wanted a warning in two or three inch high letters above the door."
He said people had gone in not realising what was on sale and had been offended.
"I'm just trying to protect the public - not offend anyone."
He said there was a car park to the rear of the building so it made sense to have an entrance there.
He said many customers would prefer not use the front entrance off the main road.
"All my other shops have entrances at the back," he added.
Mr Sternchuss said he would appeal the committee's rulings.
A letter of objection from Taibach councillor Anthony Taylor read: "In an age, when youngsters are being exposed to sex at an earlier stage in their lives, I, and my ward colleague, strongly believe that this application would be a step in the wrong direction.
"The signage already in place at Secret Desires makes it perfectly obvious to those who wish to take advantage of its products that it is an adult shop."
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