Areas being monitored in and around the town include Nar Ouse Way, South Lynn, London Road and Loke Road.

West Norfolk Council has joined forces with Keep Britain Tidy and is taking part in a hard-hitting national campaign to tackle the problem of drivers chucking rubbish from their vehicles.

The Highways Agency estimates that 700,000 bags of rubbish are collected from motorways and trunk roads every year. Throwing litter from a car turns roadsides into a dumping ground for fast food litter, cigarette stubs and drinks cartons.

Nearly a quarter of people (23 per cent) admit to dropping litter from their vehicle, according to latest Keep Britain Tidy research.

The month-long campaign will see large bill board posters going up around the borough to remind motorists of their responsibilities to keep roads litter-free.

Along with the other 90 local authorities, including Breckland Council, taking part in the campaign, the borough council has also agreed to monitor the success of this campaign by keeping a record of the amounts of roadside litter before, during and after the campaign in specific areas across West Norfolk.

The council has distributed campaign posters and car stickers to a number of filling stations and car accessory shops across the borough to further raise awareness of the campaign amongst the general public, while regular radio adverts have been aired on station KLFM.

People will also be asked to report incidents of littering from vehicles on the Keep Britain Tidy website www.keepbritaintidy.org.

Cabinet member for the environment Councillor Brian Long said: "This campaign is to educate motorists and their passengers not to drop litter. Vehicle litter is unsightly and can be hazardous."

Phil Barton, Keep Britain Tidy chief executive, said: "Dropping litter from a car is disgusting and makes our roadsides look like a dumping ground.

"We want to encourage motorists and their passengers to take their litter home."