A CAMPAIGN is to be launched to safeguard jobs in the British carpet industry under threat from illegal competition on the continent.

The Kidderminster-based Carpet Foundation, which represents 15 leading manufacturers, has joined forces with top retailers to fight for the industry's future.

Foundation chief executive Mike Hardiman warned the UK industry was increasingly under threat from cheap imports.

This put at risk jobs nationwide, including 5,000 people employed in Wyre Forest.

Now the two strands of the industry plan to combat the declining national trend in domestic sales with an autumn campaign urging folk to buy British.

Mr Hardiman said: "We are fed-up with vast amounts of cheap imports being helped along by illegal state aid in countries such as Belgium.

"And there is no doubt if this market penetration continues it will have a major effect on jobs here.

"But we aim to fight it positively with a united front to show people prices are not the be-all and end-all."

He added: "Wherever you go in the world in the top hotels and casinos you will find British carpet - it has a strong global image.

"Yet people here, who may spend money on designer clothes, are content to buy cheap imported carpet. We have to change that mentality and convince people quality carpet is desirable."

Cheap imports have had a marked effect on the British carpet industry, claimed Mr Hardiman.

In 1970 when UK imports were very low there were 45,000 employed in the manufacturing sector.

Now with imports up to 64 per cent, the workforce is only 8,000.

Mr Hardiman cited a case involving illegal state aid in Belgium which has yet to be resolved.

He called on the Department of Trade and Industry to investigate in December.

It has dragged on for three years and seen the Belgian Government fail to supply information to the EC despite repeated requests.

Mr Hardiman is still waiting for an outcome of the DTI investigation.