Braintree shoppers agree the town’s market has no “swag” and is definitely not “reem”.

District councillor Stephen Canning borrowed the phrases, familiar to viewers of The Only Way Is Essex, during a debate last week.

And nine out of ten readers who responded to a Times website poll agreed with the frank assessment of the market.

Mr Canning, 20, who represents the Bocking Blackwater ward, quizzed cabinet member for prosperity, Chris Siddall, at last Monday’s full council meeting.