Litter louts who drop rubbish on the streets will be given on-the-spot fines.

Eastbourne Borough Council has introduced the penalties in an attempt to keep the town tidy.

Enforcement officers will target dog owners who fail to clean up dog mess, people who drop litter and the companies and individuals who put up fly posters.

They could be slapped with fines ranging from £50 to £75.

The scheme has been established throughout the town and began yesterday.

Councillor David Elkin said: "We have got some particularly challenging areas in the town and we have been working with the public.

"Most people are really good but some refuse to use the bins.

"People will be given the opportunity to clear up their mess, or remove posters, before a fine is issued.

"We don't want to fine people but this is designed to target persistent offenders."

Coun Elkin said the council would not follow other towns in Sussex, including Crawley, and fine people dropping chewing gum and cigarette ends.

He said: "We don't have the resources to chase people who drop cigarette ends."

In June this year, Eastbourne Borough Council threatened to impose £75 fines on residents who left rubbish bags in the street.

Seagulls were tearing the bags open to reach food and household debris was strewn across pavements.

Coun Elkin said: "We haven't needed to bring in the fines because we have worked with residents.

"They now use different types of bins for the bags.

"It isn't the problem it was earlier in the year."

Clive Gross, spokesman for Eastbourne Green Party, welcomed the fines.

He said: "It's a good start but we could always do a bit more.

"We would like to see recycling bins throughout the town centre, near the railway station and the library.

"There are some already on the seafront where you can deposit newspapers and bottles separately.

"In general we want to see a nice, clean, tidy town."