Flyposters and businesses are heading for £75 on-the-spot fines if they clutter up Abingdon, Wantage and villages in the Vale of White Horse District Council area.

The council has promised tough and swift action to clean up the streets to make sure the only advertising displayed is advertising that has planning permission or a licence.

The action springs from complaints by the public through the Vale Voice citizens' panel and public consultation demanding that the council cleans up the streets.

Residents also called for action to stop flyposting on trees, telegraph poles and fences and to remove A-board adverts which clutter pavements.

Now all businesses, voluntary groups and anyone else putting up notices are being asked to remove all unauthorised signs or face £75 fines for each offence. And the council has warned that prosecutions will take place if businesses reoffend.

Council leader Jerry Patterson said: "We have been focusing for some time on the problem of unsightly and unlawful advertising.

"We live in one of the most beautiful areas of England and we want to keep it that way by getting rid of the proliferation of advertising and signs being displayed without permission."

The council has produced a booklet called Outdoor Advertisements and Signs - a Guide for Advertisers, detailing what signs can be put up without planning permission and those which definitely do need permission.

Planning enforcement officer David Weaver said: "If any business is unsure about the law and would like advice then we will be only too glad to help and send a copy of the guide.

"We hope that by offering businesses guidance, along with advance warning that we will be taking offences very seriously, that unauthorised signs will be removed and so avoid the need for fines and prosecutions."