Television favourite Noel Edmonds has come up with his own method of dodging Bristol traffic by driving his personal taxi in city bus lanes.

The 60-year-old presenter drives a black London cab, with a joke Hackney carriage licence plate on the back saying "action against time-thieves" – making it clear how he feels about traffic jams.

He has been snapped several times driving in a bus lane, on journeys along the A4 between the Endemol West studios, in Brislington, where he films Deal or No Deal, and his home near Bath.

But officials say that the star, if caught, could face penalty charges for driving an unlicensed cab in the lanes during restricted hours.

Bob Oddy, the general secretary of the Licensed Taxi Drivers' Association, said: "If the vehicle is properly licensed, it is not an offence to drive in the bus lanes. But if it is not licensed, he could be given a fixed-penalty charge of £60.

"It is not fraud to have a fake licence plate, but it would be if he tried to pick someone up to make money."

Bristol City Council told the Post that the outbound bus lane on the A4 is restricted to buses and taxis between 4-6.30pm, and the inbound bus lane is restricted between 7-10am.

Since the end of August, the city council has been trialling the use of CCTV to tackle the illegal use of bus lanes.

Mark Borkowski, spokesman for Mr Edmonds, said: "Noel has had a campaign for a few years against time thieves, the various faceless officials that steal time – for example, putting you on hold when you need to pay a gas bill.

"He thought getting to and from work in Bristol traffic was a bit of a waste, and when he saw the bus lanes empty he thought it was a bit of a loophole."

"He's had a taxi for about two years. The licence plate 6106 is the date when he met his wife Liz.

"He doesn't drive with a light on, and yes, he is being slightly cheeky, but on the other hand he's making a serious point about the congested state of Bristol roads. He wouldn't do it if the bus lanes were full like in London, and on one level he's encouraging other people to do it too. Noel is a do-it-yourself man, he drives himself to work like most people, but instead has found a little loophole. I think he knows he's a marked man now, though."

Although Mr Edmonds doesn't pick up fares, a woman did once jump in at Temple Meads station after he had dropped a friend off .

"She was very surprised," added Mr Borkowski.

There are posters advertising the CCTV trial on buses across the city – but during the trial period, which is expected to end later this month, no fines were to be issued.

When the trial period ends, anyone who is caught using a bus lane illegally – either to park in or to bypass traffic – will be fined. The only exceptions will be cyclists, a solo motorcycle (where permitted), and taxis (where permitted).

The charge will be £60, discounted to £30 if paid within 14 days.

The council says bus lane enforcement is part of a wider programme of measures to improve the reliability and punctuality of buses across Bristol.

Councillor Jon Rogers, cabinet member for transport and sustainability, said: "Faster journey times on Bristol buses improve the service and should increase passenger numbers. I believe we have the support of the majority of the public in Bristol in tackling illegal parking and keeping the city moving.

"It isn't right that the actions of a few selfish individuals should be allowed to cause delays and inconvenience for the law-abiding majority."