IN comparison with many places, Jersey appears not to have a serious litter problem.

This, however, could well have more to do with measures adopted at parochial and all-Island levels to deal with the various sorts of discarded rubbish than the behaviour of the general public.

Indeed, figures hint at the real nature of the problem. The annual bill for clearing litter amounts to over £1 million and in St Helier merely removing chewing gum from the streets costs £60,000 a year.

In the light of these figures, anything which can be done to improve public attitudes to littering and, as a result, to limit expenditure in this area is clearly to be welcomed.

This certainly applies to the new Stop the Drop initiative which was launched on Monday.

Schools are already involved in the new initiative – which has been inspired by a similar UK campaign led by writer Bill Bryson.

It also has the backing of town centre manager Richard MacKenzie. What is now required is the full support of as many ordinary Islanders as possible.

Sadly, there is ample evidence that although a majority of people take the trouble to use rubbish bins, take their litter home with them after barbecuing and generally respect the environment some are far less responsible.

We have, for instance, all seen motorists flicking cigarette ends from vehicle windows and witnessed drink cans and other packaging left on beaches for someone else to clear up.

Of course, aside from making the Islander a pleasanter place for residents, dealing with litter appropriately has economic consequences that go beyond what can be saved in terms of collection and disposal. One of the reasons that holidaymakers come here is to enjoy the beauty of our countryside and coastline and the cleanliness of our urban areas.

A casual attitude to litter can only undermine our reputation as an environmentally conscious destination.

Stop the Drop will no doubt do a great deal to raise awareness of the litter issue, but we should remember that there are also laws and penalties available to bring to book those who dispose of rubbish without due care and attention.

As the new campaign unfolds, it would be an excellent time to see that the law is enforced and the guilty are made fully aware that their crass irresponsibility can lead to unpleasant consequences.