Litter cast into a wood by the side of a road

Motorists are said to throw about 130,000 pieces of litter from vehicles on Scotland's roads each weekend.

Local authorities must pay the cost of picking up the rubbish and the cleaning operation uses vital funds.

As a result, Keep Scotland Tidy is launching a campaign aimed at shaming drivers into changing their habits.

A poster - featuring the message "Bought in Brechin... Left in Lanark" - was unveiled by Environment Minister Ross Finnie on Monday.

John Summers, the national director of Keep Scotland Tidy, said: "Safe in the cocoon of their car, the litter lout thinks no one is watching them and that it's okay to dump their rubbish on the road.

"They think that their bit of rubbish won't make a difference - but it does."

People should consider the damage they are doing to Scotland's environment and image Ross Finnie

He said the campaign aimed to highlight how the countryside was being spoiled for both Scots and tourists.

"The amount of litter on our roads and verges is a national disgrace," he added.

"It makes our cities, towns and countryside look shabby and unattractive and is expensive to tidy up.

"It truly is time to raise a stop sign to car litter."

Environment Minister Ross Finnie added: "Litter is a blight on our country. Roadside litter in particular gives a bad impression of Scotland to the thousands of visitors to these shores every year.

"Throwing any object from a moving vehicle can also be dangerous to other road users and could cause accidents.

"People should consider the damage they are doing to Scotland's environment and image before carelessly and thoughtlessly tossing rubbish out of their car."

'Zero waste' policy

The Scottish Green Party MSP, Robin Harper, challenged Mr Finnie to introduce a plastic bag tax, provide kerbside recycling to every household and bring in a "zero waste" policy.

"These initiatives are all very well, but the executive is really only playing at being green," he said.