Nearly a week after a new ban on full-face veils in Austria, police have fine a man who was promoting a store in a shark costume.

The man was supposed to attract customers to buy a new Apple device from the McShark electronics retail chain in Vienna.

He was then approached by police officers who demanded that he take off his shark mask or face a fine.

According to the Heute newspaper, the man refused to obey, telling police that he “was just doing his work”. The police then fined the man, according to his employer, advertising agency Warda Network.

“Today we were at the McShark store opening and our shark mascot received a fine from the Vienna police because of the new ban on face-coverings! Life is not easy!” DW cited the agency’s post on Facebook.

Eugen Prosquill, the firm’s managing director, said he did not expect mascots to be targeted by the new ban.

“It would be a shame if there were no more mascots from now on,” he said.

The ban, which received mixed reviews, came into effect at the start of the month, and is widely considered to be targeting Islamic head garments such as buqas and niqabs.

Austria’s authorities claim the ban is “religiously neutral”.