They say they will fight plans for the shop on the Quay in the rural town which is close to one of the gateways to the town.

Darker Enterprises Ltd wants a licence to open the shop next to the River Towy, just yards from council headquarters at County Hall.

The company is refusing to say exactly what goods it plan to sell there but they are understood to be of an explicit nature.

Objectors say the site is totally unsuitable as it is hoped to turn it into a leisure area for water sports including canoeing and sailing.

Town councillor Peter Hughes Griffiths, who becomes mayor on 9 May, said the Quay had the potential to be turned into a tourist focal point.

I'm strongly opposed to any neon signs or anything that changes the tone of the town Revered Towyn Jones

"I strongly oppose this for many reasons - morally as well as the effect it is going to have on the quay.

"There is a regeneration policy for Carmarthen and the main recreation area is the river side - it's such an excellent amenity.

Character

"It is an important area for recreation and it has got be developed appropriately."

The Revered Towyn Jones, a minister at Heol Awst Chapel in the town, said he had concerns about the application.

"It would not do anything for the image or the character of the town.

"It is a sign of the changing times and one can only hope people still appreciate the finer things life.

"I'm strongly opposed to any neon signs or anything that changes the tone of the town."

Carmarthenshire Tourism Association has also expressed reservations.

"If the quay was developed it could be a great part of the town, but then smack bang in the middle of it would this sex shop," said a spokesman.

"I don't think it is appropriate."

Public consultation

A spokeswoman for Darker Enterprises said it was company policy not to discuss applications before they went before the licensing authority.

She said a full presentation would be made to Carmarthenshire's licensing committee when the application was listed.

Carmarthenshire Council's Head of Public Protection, Philip Davies, said: "We have adopted legislation allowing us to impose appropriate controls on such shops.

"The public will be consulted with the police before any permission is granted."