A council has defended its use of a profanity in its latest campaign.

The anti-dog fouling project hit the streets of Hastings on Saturday to warn residents that failing to pick up dog mess will not be tolerated.

While the material advertising the campaign remains clean, the slogans which have been printed on leaflets and car stickers include a four-letter swear word with two of the letters asterisked out.

Council Leader Jeremy Birch said the council had decided to take a hard line on the subject so that residents would take the issue of dog fouling seriously.

But Marie Clair, spokeswoman for the Plain English Campaign, said the message was very 'in your face' and far too plain.

She said: “If they are trying to use shock tactics, all they have done is dumped on themselves.”

For more information about the campaign, go to www.hastings.gov.uk.