Litterbugs could be forced to pay larger on-the-spot fines following the launch of a new council initiative.

And the campaign to fight against grime has been welcomed by traders in Midsomer Norton and Radstock.

The new campaign has been launched by Bath and North East Somerset Council with the warning that people who break the rules and get caught will be given a £75 on-the-spot fine.

Bath and North East Somerset council hopes the awareness effort, which has been endorsed by the Keep Britain Tidy Group, will focus people's minds on the fact that they would never dispose of their litter in their own garden or driveway, so why should they drop it in the street.

B&NES spends £2.35million keeping the streets clean and the campaign is a combined effort between the council, local businesses, communities and individuals to help keep the streets clean and tidy.

Until now litterbugs were sent a £50 fixed penalty notice if they are seen dropping litter – including cigarette ends – in the streets but now the authority hopes the £75 charge will act as a further deterrent.

Last year the authority issued only 112 fines, however more than 90 people have so far been fined in 2010.

Cabinet member for service delivery, Councillor Charles Gerrish, said: "This awareness effort drives that message home very strongly and reminds people that if they disobey the rules they run the risk of a heavy, on-the-spot fine."

The council wants residents to get involved by disposing of their litter responsibly by using a litter bin or taking it home with them.

Residents are being asked to report instances of litter, graffiti and flytipping to Council Connect on 01225 394041 or councilconnect@bathnes.gov.uk.

Smokers are being asked to buy a Butts Out personal ashtray to dispose of cigarette ends.

The council also wants people to organise or get involved in a community clean-up by contacting Council Connect.

Chairman of Midsomer Norton and Radstock Chamber of Commerce, Paul Myers said that the group very much welcomed the district-wide awareness campaign.

He said: "As a business community, we've put a lot of effort into making our retail areas as attractive as possible in the past year in order to encourage shoppers but the amount of litter has been an ongoing problem.

"We therefore very much welcome this district-wide awareness campaign to make people think of the consequences if they choose to drop litter, gum and cigarette butts in our High Streets or through them into the River Somer."

Midsomer Norton Society spokesman, Michael Rich said: "We welcome this campaign as a start to changing the culture, focusing people's attention on the damage they are doing to the environment and the offence they are causing to the community at large by not binning their litter."