A litter lout has been fined for the first time since Hounslow Highways took over the street cleaning contract in the borough.
The woman was given an £80 on-the-spot fine last Thursday (November 28) by officers from the company for dropping rubbish in Manor Avenue, Hounslow.
Hounslow Highways' £800 million, 25-year contract to fix, maintain and keep the borough's streets clean began in January this year.
It had previously adopted a softly, softly approach when it came to littering, preferring to educate people about their responsibilities rather than issue fines.
But deputy council leader Colin Ellar warned that this fine marked a new phase in its crack down on litterbugs.
"No-one has a right to spoil our streets. I hope this sends out a clear message that Hounslow Council will not tolerate litter louts," he said.
"If you are caught dropping rubbish on our streets, you could be handed an £80 fine."
The fine was part of a street cleaning and anti-fly tipping operation, involving the council, Hounslow Highways and the police, carried out in Brentford and Hounslow last Wednesday and Thursday.
Hounslow Highways service director Rob Gillespie said: "Our officers will be out more often to deter people from littering and dumping waste illegally. It is everyone's responsibility to help keep their surrounding environment clean and we need to reinforce this. Issuing fines will help to achieve a cleaner, greener borough."
To report littering, fly tipping or any other environmental crime, call 020 8583 2000 or visit www.hounslowhighways.org.