Extra litter-picking staff are being deployed across Brighton and Hove's beaches, to pick up the rubbish left behind by visitors.
Brighton and Hove City Council has also put out 50 additional bins, 'due to a huge number of visitors generating large amounts of rubbish'.
Councillor Gill Mitchell, chairman of the council’s environment committee, said: "It’s terrible how much junk people leave on the beach. It’s so strange that people will visit a beach because it’s pleasant and then happily leave it covered in rubbish.
“The council’s beach cleaning staff have been doing a great job keeping up with it in this really hot weather. But now we’re going to further boost the service with more staff – and more bins to reduce the tendency for these to overflow. And we’re making a further plea for people to stop leaving rubbish on the beach.”
The move comes after the hottest weather in decades has seen the beach packed – and often strewn with litter the next day.
Now six more staff will be added to the usual 15 dedicated to the seafront. A further four are on standby from an agency.
The council has previously cleared up to 50 tonnes of litter from the beach on the busiest weekends.