Drop It and Cop It - that is the message from Thanet council as it launches a zero tolerance policy against people who drop litter and let their dogs foul the pavements.

Offenders face an £80 fine. More than 40 PCSO and council wardens have been tasked to come down hard in a year long initiative to cut the amount of rubbish left on streets and beaches.

Currently, it costs Thanet council £3 million a year to tackle the problems caused by litter louts and careless dog owners, taxpayers’ money which could be better spent on other things, says Cllr Shirley Tomlinson, cabinet member for commercial and environmental services.

She said: “Unfortunately, there are people who still seem to think that what they drop, such as cigarette ends and chewing gum isn’t litter, but nothing could be further from the truth. If you drop it on the streets and we have to pick it up, it’s litter.

“There is no excuse not to use a bin or take your litter home with you and everyone, whether they live in or visit Thanet, has a responsibility to keep Thanet beautiful.”

More than 1,000 local businesses have been mailed encouraging them to put up posters highlighting the Drop It and Cop It campaign, hand out free dog mess bags or cigarette disposal pouches.

They will also be handed out by the council’s 10 wardens and 33 Thanet PCSOs who now have the power to give tickets to offenders.

PCSO Dan Mimran, neighbourhood officer for the Northwood ward, Ramsgate, worked on a similar campaign in town centres in the west of the county.

He said: “Before we launched the campaign, there was a lot of litter from the night trade on a Friday and Saturday which would look a disgrace come Sunday morning.

“As soon as the campaign was introduced, the amount of litter reduced dramatically.

“Patrol officers during the evening were issuing fines and I felt it worked really well, so hopefully the success will be carried out over here in Thanet.”

Roy Simmons, a community warden for Thanet council, is another of those on the front line in the fight against litter.

He said: “Most of it is because of ignorance and it’s something that many people don’t even think about; they’ll finish their cigarette and throw it on the floor without even giving it a second thought.”

The get tough move follows a period of warning people about dropping litter, gum and fag ends in the area’s town centres.

Mark Richardson, Thanet council’s community safety partnership manager, says offenders will no longer have a second chance and will be given a ticket imposing an £80 fine. Failing to accept it or pay up will lead to a court appearance where harsher penalties await.

There is also an incentive for people to help keep Thanet litter free. Anybody seen by the wardens or PCSO correctly disposing of their rubbish will be thanked and offered the chance of taking part in a prize draw to win £500. The winner will be selected in mid-September.

Anyone who sees fly tipping, dog fouling or dumped rubbish can report it by calling 01843 577777.