NEWCASTLE City Council has stepped up its campaign against litter by installing new bins.

The bins, in the city's Northumberland Street, allow smokers to extinguish and dispose of their cigarette ends.

Officials hope they will reduce the number of stubs dropped on the pavement.

The council is warning that the £50 fixed penalty for dropping litter applies to cigarettes and chewing gum, as well as litter such as crisp packets and soft drink bottles.

Six of the 120 fixed penalties handed out this year have been for dropping chewing gum.

Newcastle is in the running for the title of Britain's cleanest city and the council has introduced various measures to reduce rubbish.

The new litter bins carry advertising and a number of city centre businesses have already agreed to sponsor bins, including Nevisport, McDonald's, Union, Capi and Tucci.

Councillor Linda Wright, cabinet member for environment, public health and safety, said: "The city council and the public share responsibility for the cleanliness of Newcastle's streets.

"While the council will do its best to keep the streets tidy, it cannot do this without the support of the public.

"It is therefore vital that we help the public dispose of their litter, including cigarette butts and chewing gum, properly, which is why we are introducing these new bins into Northumberland Street.

"The city's environment will play an important part as we bid to become Britain's cleanest city, to say nothing of becoming Capital of Culture in 2008.

"It is essential that we do everything possible to improve and protect it."