The last time Sacha Baron Cohen chose to set his comedy in a British town, it suffered so many years of ridicule the place eventually changed its name.

But now the residents of Grimsby fear their town will suffer the same fate as Staines, now Staines-upon-Thames, as their town is depicted as litter strewn, dilapidated and full of beer-swilling children in the comedian's latest film.

Named after the Lincolnshire town and set in the 80s, the film centres around a Black-Ops spy forced to go on the run with his football hooligan brother, played by Baron Cohen.

Concerns have been raised after the Essex port town of Tilbury, which is being used as the location for filming, has had a makeover to increase its "Grimsbyness", including graffiti on walls, streets and gardens littered with abandoned mattresses and burned tyres, and householders urinating out of windows.

Grimsby residents have spoken of their disapproval of the "false" depiction of their town and the negative repercussions it could have.

"They made Grimsby out to be a terrible and dirty place to live, it's not on," said one businessman.

"I've lived here all my life, it's an up-and-coming area and I'm not pleased this is the way the world will get their first and maybe only look at Grimsby.

"This area has a hell of lot going for it and it's disappointing to see what they have done."

North East Lincolnshire councillor Matthew Brown was disappointed to see Grimsby portrayed as a rundown town with hooligan problems.

"It is using the town's name in potentially a poor light," he said.

"What also worries me is that there is no benefit to the local economy which is carrying the town's name.

"Anything that you associate with football hooliganism is going to be negative, but I hope people will be open-minded when they watch the film.

"My view is quite simple. We don't have a massive issue with hooliganism."

Brown added: "Sacha Baron Cohen visited the area when he watched Grimsby Town [Football Club] and I understand the fans treated him well.

"We cannot comment until we have watched the film. But I hope those fans are not abused."

Sylvia Robinson, from Grimsby's Brides and Maids store, which has been recreated in Tilbury for filming, told the Grimsby Telegraph that Baron Cohen was "ridiculous", but said she saw the funny side of the ersatz movie version.

"We have a good reputation, so this won't affect us at all. They should, however, stress that the shop in the film doesn't represent any real shop," she said.

Grimsby, which is due out in July 2015, also stars Baron Cohen's wife Isla Fisher, comedian Johnny Vegas, Homeland's David Harewood, Oscar-nominated Gabourey Sidibe and Penelope Cruz, who is set to play a philanthropic corporate leader.

This is not the first time Baron Cohen, who rose to fame as the spoof rapper Ali G from Staines, has faced a backlash from a community depicted in his comedy.

In 2012, Staines renamed itself in an attempt to appear more upmarket and distance itself from Baron Cohen's comedy creation.

Similarly, the residents of the Gypsy village of Glod, in Romania, who appeared in his 2006 film Borat, attempted to sue the producers of the film for £22m after they were portrayed as incestuous and ignorant.

The case was thrown out of a Los Angeles court but one resident of the town said at the time: "If I see Borat, I will kill him with my own hands."