VILLAGERS fighting back against a mobile phone giant have labelled a planned mast in a picturesque area of west Wiltshire as an 'act of vandalism.'

Vodafone has submitted plans to build a 30ft mast on the A363 to the disgust of villagers from Pinkney Green and Farleigh Wick.

Now the residents of just 40 houses are leading a protest to make the mobile phone giant change its mind.

The proposed mast is on the edge of an Area of Outstanding Natural Beauty but Vodafone has earmarked the spot to improve reception in west Wiltshire.

Peter Barrett, of Hayeswood Farm, said: "I feel very strongly about this, it would be an act of vandalism and utter madness.

"We have the most magnificent views, you can see all the way across to the Westbury White Horse unobstructed by any electricity pylons or buildings and we want to keep it this way."

Since being alerted about the planning inquiry villagers have united against the bid and hope their objections will be heard.

George Gribben, of Farleigh Wick, said: "There is a safety aspect here, putting a 30ft high mast on a busy corner doesn't make sense.

"We hope Vodafone listens to us but knowing how money works who knows?"

On Friday over 30 villagers held a short protest against the mast on the proposed site.

Celia Bull, of Farleigh Wick, said: "We live less than 100 yards from this proposed eyesore but no-one had the decency to even tell us.

"It is such a beautiful view and will obstruct sightlines to a designated Area of Outstanding Natural Beauty.

"But it won't stop with Vodafone, once it is up other companies will want to rent space and then it will be covered in lots of dishes."

A spokesman for Vodafone said the company is speaking to local residents and councillors but has not yet submitted a full application.

"This is very much in the early stages and we are listening to people's views. The fact that there is only a small number of homes in the area does not mean we won't listen to them.

"If anybody does have a suggestion for any alternative place that is better suited and provides coverage, we will be prepared to listen to them.

"We are aware it's on the boundary of an Area of Outstanding Natural Beauty and we are aware that it is a very attractive area and will do our best not to intrude.

"The proposal we have is for a simple 10m pole, which is not suitable to share with other operators and is not something we would want to do in this sensitive area."