Thousands spent on A90 clean-ups in Angus
It is costing Angus Council £50,000 to clean up after litter louts on the A90 each year.
The problem has lead to the local authority teaming up with environmental charity Keep Scotland Beautiful to get drivers to take responsibility for their rubbish.
It has become the first council in Scotland to back a national campaign urging road users to 'give their litter a lift, and take it home'.
The initiative is supported, and was launched regionally by Angus South MSP Graeme Dey.
He said: "Roadside littering doesn't just have a detrimental impact on the natural environment and the public purse, it also places those charged with the task of removing it in harm’s way.
"In every conceivable regard it is simply unacceptable, therefore I am 100% behind this initiative and the drive to change behaviours."
Carole Noble, Operations Director with Keep Scotland Beautiful, said: “At the end of last year as a direct response to the scale of our country’s roadside litter problem, we launched a nationwide campaign with a wide range of stakeholders.
"We are delighted to now be rolling this out in partnership with Angus Council.
“We recognise that we all need to work together, to raise awareness of the problem of throwing litter from a vehicle, and to trial innovative solutions to change current littering behaviours.
“Across Angus, the message is simple - give your litter a lift, take it home!”