A campaign has been launched to combat “environmental crime” as the council tries to shrink its £3m annual street cleaning bill.

Last week, Merton Council ran publicity roadshows in Morden and Wimbledon to highlight the scourge of chewing gum being dropped on the pavement.

The campaign comes despite the council already employing five “litter enforcement officers” who can fine people £75 on the spot.

Councillor Andrew Judge, cabinet member for environmental sustainability and regeneration, said: “When chewing gum is carelessly thrown away it gets trodden into the pavements and makes the area look grimy and dirty.

“We spend over £3m each year keeping the streets clean in Merton, money we would prefer to spend on other services.

"We will not tolerate people dropping litter of any form and anyone spotted committing this environmental crime faces a £75 fine.”

The roadshows are part of a national campaign funded by the Chewing Gum Action Group.

The group is a joint initiative set up between the Department for Environment, Food and Rural Affairs, the chewing gum industry and the Chartered Institution of Waste Management.

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