Lena Headey and Nikolaj Coster-Waldau as Cersei and Jaime Lannister in Game of Thrones. Picture: Supplied/Helen Sloan/ HBO

Sydney - A property developer in the Australian state of Victoria has been forced to change a street name inspired by the popular television series "Game of Thrones" following a complaint, local media reported.

Gary Smith, project manager of the Charlemont Rise in Geelong, about 80 kilometres south-west of Melbourne, had to change "Lannaster Road" to "Precinct Road," after a complaint related to the show's romantically-involved Lannister siblings.

"They objected to that fact that it had a reference to incest," Smith said, local newspaper the Geelong Advertiser reported Wednesday.

"It's a fictional series," he said.

The City of Greater Geelong chose to rename the road following a decision from the Office of Geographic Names. 

A road name must not cause offence to the general public or hamper long-standing community values, city administrator Laurinda Gardner told the Advertiser.

Smith said he had altered the spelling of the name from "Lannister" to "Lannaster" to make the tribute less obvious, and that he had chosen the moniker for the road - which is set to feature a shopping strip - as something classy and easy to remember.

"Unfortunately we tried everything we could to keep it, but we got knocked back by the Office of Geographic Names," he said.

The renaming will affect 13 properties. The majority of the other street names in the yet-to-be-developed estate were inspired by "Game of Thrones" characters and will remain unchanged, including Stannis Street, Greyjoy Street, Baelish Drive, Tywin Street and Winterfell Road.

The hit HBO show is based on books by George RR Martin.