An irate councillor has hit out at the excessive rubbish being thrown out of vehicles on the A760 - and wants to see a crackdown on litter bugs.

Ian Murdoch, an independent councillor for the North Coast ward, is calling for tougher action to tackle the scourge of roadside litter.

He told the News he is sick of the problem and wants to see tougher enforcement to show Scotland is serious about protecting its green spaces and tackling abuse of the environment.

He has issued a plea to people not to toss their litter from their cars on to grass verges.

Cllr Murdoch said: "I have asked the council for the roadside verges in the A760 Largs to Kilbirnie road to be cleared.

"They are totally strewn with litter. It is an absolute disgrace.

"The only way to reduce it is if more severe consequences are introduced to target the issue.

"We hear so much about the environment and green spaces, but cleaning up the environment needs to start with prevention of people throwing their clutter out of moving vehicles. It is a major problem.

"Most carriageways are a disgrace in general but more action is required.

"It is not a good image on the Haylie Brae coming into Largs - it is a mess and needs tackled.

"It has to be professionally cleaned and not just a community pick up. The council employees have the appropriate equipment an it has to be done with paper pickers and some kind of traffic management involved.

"There was a squad which covered the Kilbirnie to Largs end and picked up over 100 bags of rubbish the last time so it goes to show you the extent of the problem."

Asked whether signs encouraging people not to throw their litter from car windows would work, Cllr Murdoch added: "Education is all very well, and would be a good thing without a doubt, but I think we are now past that stage and we really need enforcement.

"If people are aware they are going to be caught and punished for their actions, their behaviour will soon change - and I think it would lead to a general reduction, not just in Largs but in Scotland in general.

"It is all too easy for people who buy a carry-out and throw out the window.

"There are loads of tossed-away used carry-out items, some of which is from Largs - and something much more drastic is required to bring the problem to a stop."

North Ayrshire Council works alongside community police officers and carry out regular patrols throughout North Ayrshire.

These officers can issue fixed penalty fines of £80 for littering, with the penalty able to be paid online.

For more details on reporting on littering, see north-ayrshire.gov.uk/bins-litter-and-recycling/litter-removal.aspx