IF firms despoil countryside or pollute rivers they are taken to court and quite rightly not just fined but often forced to pay towards cleaning up the mess they have made.

It's not difficult to see the logic of the idea that 'the polluter should pay' or that the same principle should apply in other areas.

And you only have to look at the pavements of East Lancashire town centres to see the horrible effects of carelessly spat-out chewing gum.

With a ban on all smoking in public places perhaps not too far away, it's quite likely that what 20 local authorities, including Blackburn with Darwen Council, call "Britain's secret scourge" will get worse - unless there is a radical change in attitudes and habits.

The councils have embarked on a national advertising campaign calling for just such a change and want financial support from the industry and the government to stop people dropping gum.

They also want the industry to invest in non-stick gum and save cash being spent on special equipment to remove stuff fixed firmly to pavements.

People have become more disciplined about litter and dog owners are beginning to get the 'clean up' message. Let's hope this campaign works with persuasion - and prosecution if necessary.