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O.K. littering is littering, whether it's a fag end or the wrapper off a piece of chewing gum and should be disposed of correctly.

Where I think the councils have missed out is that they have employed people to just walk around the town issue-ing on the spot fines, perhaps the litter police would create a better image for themselves if they pushed a barrow, with a brush & shovel in it, so that, when they aren't fining people they could take positive action and actually help keep the place tidy.
Or maybe just get rid of these extra people and authorise the real street cleaners to enforce the fines, after all it must be frustrating to be trying to keep a place clean just to have some ignorant so and so drop his chip paper in full view and where you have just swept!