Passengers will be able to report incidents "quickly and easily"

Operation Blakey has been set up to make it quick and easy for passengers to report rowdy or nuisance behaviour.

By texting "report" to 60060, they can send a description of the incident to officials while still travelling.

Brighton and Hove Bus Company said the information would be passed onto Sussex Police and the city council.

The campaign is named after Inspector Blakey, from the classic TV comedy On The Buses.

'Vital feedback'

Organisers have stressed the text service is not intended to replace a 999 call, and passengers are advised to still contact the police or alert the bus driver in an emergency.

The information will provide "vital feedback" to enable the police, bus company and the council to respond to concerns and tackle problems.

Council leader Brian Oxley said Operation Blakey was aimed at making the experience of travelling around the city better and safer.

"This text message service means it is now quick and easy for passengers to report anything which is bothering them."

Mr Oxley said it would also enable officials to "pinpoint exactly where and when there are problems and respond more effectively".