A leading councillor has stepped up calls for tough on-the-spot fines for litter louts in Southend town centre.

Mike Royston (Lab, St Luke's) spoke out after the latest phase of Southend's Millennium Makeover initiative got under way.

New signs have been unveiled in the town centre asking people to throw away their food wrappers and other litter into bins provided.

Mr Royston said on Thursday: "I hope these signs will be effective in reminding people of the need to be more responsible when it comes for disposing of litter.

"However, I do not feel these measures go far enough. I strongly believe in the enforcement of fines for those who offend and I will continue to push for this.

"In my opinion, we are far too tolerant towards litter louts. The time has come to show that we really mean business."

Mr Royston's call came after Labour leader, Chris Dandridge (Lab, Victoria) had urged the Tory-led council to introduce a by-law allowing instant fines for litter bugs.

However, Ann Holland, executive councillor for the environment, said pro-active steps have been taken already to clear up the town as part of the Millennium Makeover project.

She added: "We have worked very closely with traders on the anti-litter signs initiative and we are all making a concerted effort to do something about the problem.

"Under the Millennium Makeover, we started with the removal of weeds from the pavement, and just a couple of days ago we launched the anti-litter signs in the High Street."

Mrs Holland (Con, Southchurch) said the council was looking at ways to improve enforcement of a number of laws from parking to dog control and litter.

She added: "At the moment, we are concentrating on being pro-active, preventative and at the same time educating people."

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