COUNCIL chiefs have warned they will crack down on taxi drivers who wear "hoodies" because they are not sending out the right image of Southampton.

City council bosses believe the hooded sweatshirts, which have become synonymous with criminals and antisocial behaviour, are unsuitable for workers who are ambassadors for the city.

The move comes after taxi drivers and other hospitality staff in Southampton took part in a course aimed at giving tourists a warmer welcome.

Southampton City Council licensing officer Richard Black said: "If a taxi pulls up outside your house and the driver is slumped in a seat with a hoodie on it can be intimidating."

The council can only enforce a dress code for the city's hackney carriages - which can be hailed on the streets - if it brings in costly by-laws. ABP already has one in place at the docks.

Private hire drivers have a "clean and tidy appearance" condition attached to their licences. It rules out "scruffy jeans, jogging trousers, singlets, shorts or bathing costumes".

Mr Black said any complaints relating to either would be dealt with swiftly and seriously through stern advice.

"We would go straight to the relevant operator but couldn't make them take the hoodies off. However in most cases the companies would back us up."

Stupid' He added: "It's a stupid way to dress that doesn't do their image any good."

Clive Johnson from the Southampton Taxi Trade Consultative Council admitted there were some drivers who could smarten up their appearance but didn't think it was a big problem.

Mr Johnson said his own company Radio Taxis, the largest in the city with about 200 cars, operated a strict dress and conduct code.

"It's always good to try and make drivers aware of the way they dress and to take pride in themselves," he said.

Mr Johnson said most drivers were courteous, helpful, friendly and good ambassadors for the city.

"They realise customer service is essential to making sure they get bums on seats," he added.

Taxi drivers from West Quay Cars, a private hire firm, were among 230 staff from 41 companies who have been brushing up on the city's history to improve their customer service.

Operations manager Lee Haynes said his firm would be introducing a uniform this year: "I think anyone wearing a baseball cap or hoodie should be suspended. We are welcoming visitors so first impressions always count."

Coach companies, shops, restaurants, hotels and leisure businesses also took part in the Southampton Welcomes training programme.

It was run by Tourism South East to help businesses make the most of the rising number of cruise ships visiting the port.