Mole Valley District Council has launched a publicity campaign aimed at discouraging drivers from dropping litter onto road verges.
The ‘Only Losers Litter’ campaign warns litterers that they could face a fine of up to £100 if they are caught in the act. In a play on the word ‘loser’, publicity features a driver throwing £10 notes out of their car as they would litter.
Signs are being placed on main roads across the district, and electronic signs are being used to publicise the campaign’s messages.
Messages are going out on MVDC’s social media platforms, website and in its monthly enewsletter. MVDC will also seek coverage in the local media and run an advertising campaign on local radio.
Joint Enforcement Team (JET) officers will patrol litter hotspots. Anyone they catch littering risks a £100 fine.
MVDC is also publicising the easy-to-use facility to report littering online at www.molevalley.gov.uk/littering . This allows anyone who spots an offender to share details about the offence and upload a dashcam photo. The JET will then investigate the incident.
Councillor Claire Malcomson, Cabinet Member for Environment, said: “By putting more JET officers in litter hotspots, and encouraging road users to report litterers, we hope to drive home the message that this anti-social behaviour has become much harder to get away with. If we catch you, we fine you.
“Not only is litter a blight on our natural environment, but empty cans and bottles can trap small mammals and kill them. If the loss of life isn’t deterrent enough, we hope the loss of cash is.”