A crackdown on people who litter streets with chewing gum has been launched in the hope of saving thousands of pounds.

A new Braintree Council campaign kicked off at Witham train station and it is based on the message 'Guilty- not charged'.

Conservative district councillor for the Great Notley and Braintree West ward, Roger Walters, said gum dropped on the streets costs the council £10,000 each year to remove.

The campaign was publicised in Witham with promotional staff dressed as convicts and handing out gum wraps and pouches for people to use to dispose of gum.

Anyone caught dropping gum faces a £75 fine and community wardens will be patrolling the streets to make sure this is enforced.

Mr Walters added: "Many people don't see chewing gum as litter and are dropping or spitting discarded gum on the streets. Once trodden in it is extremely difficult and costly to remove and it stains paved areas.

"A similar campaign run by the council last summer saw reductions of gum litter of 59 per cent and we hope to build on this success and reduce it further."

There will be roadshows across the district to highlight the message and draw attention to the campaign.