Smokers who drop cigarette butts will be made to watch videos that shame their behaviour.
It’s estimated more than 25 billion fag ends are dropped in Britain’s streets and public places each year.
A butt can take 15 years to biodegrade.
Now, Clean Up Britain is launching a new campaign to target offenders.
Council enforcement officers who catch people discarding butts will face a fine of £150.
They will also be sent a 90-second video of why throwing butts away damages the environment.
If they correctly answer three questions about its contents, they can apply for a reduction in the £150 fine.
John Read, the founder of Clean Up Britain, said:
“Embedding more environmentally responsible behaviours among consumers is one of the most sustainable and effective strategies to reduce litter.
“While cigarette butts are among the most frequently littered items, funding from Philip Morris Limited will enable us to execute a plan that makes a meaningful contribution to the reduction of cigarette butt littering in the UK by initiating behavioural change among adult smokers.”
