A LANDLORD is calling for action after seeing his pub badly damaged by an articulated lorry for the eleventh time in the last seven years.

Andrew Guest, who owns the Purple Dog, in Trinity Street, Colchester says he is sick and tired of lorry drivers either ignoring a 30ft 6ins length limit or not understanding there is one.

He is now calling for safety measures amid concerns the weight-bearing wooden beams of the 17th century Grade Two-listed building "can only take so many hits".

Mr Guest - who said four of the repairs have been "major" and have cost between £3,000 and £4,000 - added: "Something has got to be done now.

"Some day this pub is going to be smashed in. It can only take so many hits."

There are two signs detailing the length limit at the junction with Culver Street West, but Mr Guest says neither are prominent enough or clear enough, especially to foreign lorry drivers.

The latest smash, three weeks ago, exposed the wooden beams and damaged the pub's black Tudor timber (pictured).

Mr Guest had to pay for the repairs out of his own pocked to be ready in time for a day of filming by chocolatiers Cadbury's, which used Trinity Street as the historic backdrop for an advert.

He added: "This is street full of heritage, it is a lovely street and it's on the tourist trail and this keeps happening to us."

The Purple Dog is not the only business to be affected.

In 2011, men's clothing store Baccus had six front bay windows smashed and jeweller Argent D'or has also had to replace wooden panels above the store.

Mr Guest, who has run the Purple Dog for ten years, added he had contacted both Colchester Council and highways authority Essex County Council but neither has accepted responsibility for solving the problem.

Darius Laws (Con), a Colchester councillor for the town centre, has weighed in behind the landlord.

He said: "From a heritage point of view, it has just got to stop.

"Trinity Street is a jewel in Colchester and we have to help the retailers down there.

"We do not want to wait for something terrible to happen before taking action."

Mike Lilley, Colchester councillor responsible for highways and public safety, said he was aware of the problem and had sought clarification on why some delivery lorries do not use underground parking provided in the town centre.

He added: "It absolutely shouldn't be allowed."