Iceland have defended their new parking policy after customers expressed frustration at the change.

The Victoria Street shop had previously allowed one hour free parking with no return within two hours.

However, at the beginning of May the decision was taken to outsource the car park to Excel parking and introduce a pay and display policy.

The change caught many customers off guard and has led to hundreds of penalty charge notices being issued in recent weeks.

While customer service staff have been helpful in rescinding incorrectly given penalty notices, the changes have led to confusion among customers.

Keith Wright originally raised his concerns on a local Facebook group, with dozens of fellow residents coming forward with similar complaints.

He said: "The policy to fine people and deal with it later (the appeals process can often be lengthy) is creating a panic and leaving people in fear of parking their again. Iceland have failed to let their loyal customers know about these changes. 

"I’m not wholly against the new parking policy but the way the change has been poorly handled creating confusion and fear. Iceland on the whole attract people that are more likely to be on a tight budget so why wouldn’t they properly inform their loyal customers appropriately from the outset instead of in deceiving and fining them."

Even in the case of a successful appeal, many customers will have to go days or weeks without the money.

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Keith adds: "There has been a breakdown of trust between the shop and many of it's most loyal customers. More needs to be done in terms of regulating these private parking companies."

A spokesperson for Iceland told the Herts Ad: “Following feedback from customers at our St Albans Iceland store that they had found difficulty parking, we took the decision to introduce a pay and display policy at the site.

“The car park is managed by Excel Parking Services, on behalf of Iceland, and a visible pay and display machine and signage has been installed outside the store.

"Those shopping at the Iceland store can redeem their car park charge back, by showing the parking token to the cashier.”