A Leyton pub has become the first business to sign a pledge to do its bit to keep the borough's streets clean.

Geoff Torr, landlord of the King William IV pub in High Road, signed the five-point pledge on Friday as part of Waltham Forest Council's Don't Mess with Waltham Forest campaign.

The business litter pledge comes after news of the council agreeing with police to train all police community support officers in the borough to issue fixed penalty notices to anyone caught offending.

Mr Torr said: "It doesn’t make sense to ignore litter and rubbish on the street directly outside the pub or within the immediate vicinity.

"Obviously the council has street cleaners who do their best, but I think a little bit of personal responsibility from businesses to do what they can to help too is a good idea.

The Don’t Mess with Waltham Forest campaign, which the Guardian is supporting, targets six so-called enviro-crimes - namely litter, cigarette butts, dog mess, urination, spitting and takeaway rubbish.

The Business Litter Pledge reads: "I agree to do my bit and help keep Waltham Forest clean by:
1. Keeping the area outside of my shop clean and clear of littler.
2. Containing any litter in suitable bins.
3. Picking up any litter 50m either side of my business that has been created as a result of goods purchased on my premises.
4. Picking up litter outside of my business once a day and at the end of each working day.
5. Picking up litter three times a day if my business is open for 24-hour trading, the last being between 11pm and 1am."

Cllr Clyde Loakes, deputy leader and cabinet member for environment, who was on hand to witness the pledge, said: "I’m really pleased we have been able to find businesses willing to do their bit to help us make Waltham Forest a cleaner and tidier place.

"I hope many more sign the pledge and see the benefits to their business and their community."
Visit www.walthamforest.gov.uk/dontmess or phone 020 8496 3000 for more information.