could hear it all afternoon
It sounds like the issue here is specific to the chimes being played after 7:00 PM, rather than them being played at all.
Rhondda Cynon Taf council said it received a noise complaint in June relating to music being played after 20:00 BST, which it investigated and found to be valid.
The council said the law required a 19:00 cut-off time for ice cream van operators to use their chimes, but it did not "prevent them from trading after this time".