Posters warning people they will be fined for littering have gone live around Hull today.
The advertising campaign informs the public they will be fined £100 for littering in the city.
Increased litter enforcement will be carried out by Local Authority Support Ltd from Tuesday 7 January.
Fines issued by litter wardens will be reduced to £80 if paid within seven days.
Hull City Council prosecutes offenders for environmental offences including fly-tipping, dog-fouling and littering, but the litter enforcement-focused department has been designed to stamp out this anti-social behaviour.
A Hull City Council decision record was issued on Friday 25 October for the company to deliver environmental crime enforcement from January 2020.
Councillor Anita Harrison, portfolio holder for Streetscene services, said: “Littering is an unacceptable and anti-social behaviour.
“There is no excuse for littering. There are more than 2000 bins dotted around the city and we are fed-up with the selfish minority who spoil the city for everyone.
“We hope that the increased fines will deter people from littering, helping to make our city a tidy and cleaner place.”
A public vote in 2017 found 89 per cent of respondents in Hull were in favour of litter enforcement.
The focus of the litter enforcement activity will be in the city centre. However staff will be required to spend a minimum of 15 per cent of all enforcement activity outside of the city centre.
Fixed penalty notices will only be issued to adults over the age of 18. It is estimated that between 5,000 and 7,000 fines will be issued in one year, with any revenue being reinvested into environmental services.
The local authority spends more than £2 million on street cleaning, fly-tip removal and litter bin emptying every year, collecting more than 4,000 tonnes of rubbish in the process.