A man whose Diners Club card was declined as he tried to pay in a top London fashion store is suing the charge card company for alleged humiliation caused, it has been reported.

Lawyer Paul Gordon-Saker claims Diners Club damaged his reputation in front of shop staff in a Bond Street store, by wrongly rejecting his card when he attempted to pay for a �380 dress for his wife.

According to The Sunday Telegraph newspaper, Mr Gordon-Saker has issued a writ claiming that the word "declined" appeared on the charge card slip, thereby libelling him.

A Diners Club spokesman confirmed that the writ would be the first the world's oldest charge card company had received in its 52 year history.

The card brings "flexibility and peace of mind" says the firm

It is thought to be the first time a customer has sued any charge card company.

If successful, the case could pave the way for other unhappy card holders to take action.

The alleged incident happened last June when Mr Gordon-Saker and his wife tried to buy a dress in the Liz Davenport store.

He claims that the word "declined" on his card slip implied he did not have enough credit available - and therefore was a person of unsound financial standing.

Mr Gordon-Saker alleges that when he wrote to Diners Club to complain, he was first told that his card was invalid and then that it had been cancelled, the Sunday Telegraph reports.

Worldwide reputation

Diners Club was created in 1950 by New York businessman Frank McNamara who apparently came up with the idea after going out to dinner having left his wallet in his other suit.

By 1952, the card was accepted at thousands of merchants across the US and it became the first international charge card with franchises in Canada, France and Cuba.

Diners Club estimates that its eight million members can use the card at more than six million places across 201 countries.

The company's website states: "wherever you go, a Diners Club Card will give you complete peace of mind, maximum control, flexibility and support around the world".