A campaign to encourage people to bin their chewing gum rather than throw it on the ground has been launched by Richmond Council.

As part of the campaign the council will be setting up a photo cut out in the Civic Centre so people can stick their head through and take a photo to show support.

Councillor Pamela Fleming, cabinet member for environment, business and community said: “Dropping chewing gum is not only anti-social but it ruins the beautiful environment we are lucky to enjoy in the Richmond upon Thames.

“People may not know it costs Richmond Council £1.50 to clean up a 30p piece of gum.

“I’m sure everyone would agree that money is much better spent on other services which enable residents to maximise their enjoyment of our outdoor spaces.”

The council will be cracking down on people who drop gum, who could be fined up to £80.

Over the next few weeks the council encouraging residents to go onto social media and make their pledge that dropping gum is not acceptable. Tag @LBRUT and it will retweet pledges.