THE POOR showing of Sussex beaches on the latest Blue Flag awards was a disappointment.

Yet this reaction turned to surprise when it emerged many councils had not even applied for the coveted status of cleanliness.

According to Brighton and Hove City Council, time was better spent making beaches clean rather than the complex process of applying and filling out the paperwork.

But that rather misses the point.

Many would disagree our beaches do indeed get the way of love and attention they deserve.

Stretches of coastline have suffered chronic underinvestment, the decrepit Victorian Arches in Brihgton’s Madeira Drive just one example. This is why we set up our Seafront 2020 campaign – to call for more joined up investment for our treasured coastal strip.

Secondly, there is an important point about aspiration.

The Blue Flag awards are an internationally-recognised hallmark for quality, clean beaches bringing in vital tourism and also representing a certain standard of class.

If we do not want to aspire to this level then perhaps we need to ask what our priorities are as a coastal region.

The new Labour administration in Brighton and Hove should be commended for its pledge to make winning a Blue Flag a priority.

At the moment unsightly litter may be one thing blighting our chances of Blue Flag status.

But that does not mean we cannot aspire to a little ambition and work towards the goal.