Litterbugs could be facing larger on-the-spot fines following the launch of a new council initiative.

Fines of £75 will soon be handed out to people dropping their rubbish on the floor to help highlight everyone's individual responsibility to keep the city tidy.

Bath and North East Somerset Council hopes its awareness effort, which has been endorsed by the Keep Britain Tidy Group, will focus people's minds on the fact that they would never dispose of the litter in their own garden or driveway, so why should they drop it in the street?

Until now litterbugs were sent a £50 fixed penalty notice if they were seen dropping litter – including cigarette ends – in the city's streets but now the authority hopes the £75 charge will act as a further deterrent.

Last year three enforcement officers working for B&NES issued only 112 fines. However, more than 90 people have so far been fined in 2010.

The money raised is then ploughed back into the street cleaning budget.

Councillor Charles Gerrish (Con, Keynsham North), the council's cabinet member for service delivery, said they needed help from the public to keep the streets tidy.

He said: "Although B&NES Council spends £2.35 million keeping the streets clean, we need local residents to think and act responsibly when disposing of their litter.

"It is a combined effort between the council, local businesses, communities, and individuals themselves to help keep the streets clean and tidy. This awareness effort drives that message home very strongly and reminds people that if they disobey the rules they run the risk of a heavy, on the spot fine."

The council has issued four ways in which residents can play their part in keeping their streets clean and tidy including reporting any instances of litter, graffiti or fly-tipping to Council Connect on 01225 394041 or organising community litter picks.

The authority has also teamed up with Bath-based business consultancy firm CSR Solutions to help promote the ButtsOut boxes, which were launched by the company last year. The boxes, which can fit into a pocket or clip on to a belt, extinguish and hold cigarette ends to stop people from dropping them on the street.

Charlie Hamshaw- Thomas of CSR Solutions, who first came across the product while in Australia, said: "I hope people will be encouraged to think again about irresponsibly disposing of their cigarette butts on the floor – they are a menace to any urban area."

Local business and residents groups are also supporting the aims of the campaign.

Andrew Cooper, Bath city centre manager, said they were hoping businesses in Bath would get on board to promote the initiative and clear up the city's streets.

He said: "This campaign will be welcomed by all local businesses because a pleasant urban environment encourages customers to return again in the future.

"Future Bath Plus and the council have written to seven hundred businesses to ask for their support and put the posters up in their windows and staff areas."

Gerald Chown, from the Federation of Bath Residents Association, chaired the Bath City Liaison Forum's Task and Finish Group which made recommendations to the council on how the city could be made a cleaner place to live.

He added: "Personal responsibility must be the first defence against untidy streets. Local residents wherever they live will welcome this strong, positive action to make people think again about dropping litter and understand the consequences of what could happen if they do."

See Comment page 39.