Imperial Tobacco has introduced the ButtsOut personal ash tray (rrp 99p).

The product is a portable box for cigarette ends that fits in the hand and snugly in the pocket for use outside when an ash tray is not available, and aims to help reduce litter.

Imperial Tobacco’s UK corporate affairs manager Steve Stotesbury says: "We’re pleased to support ButtsOut. While litter is a matter of individual responsibility, we see personal ash trays as an important part of the answer in promoting considerate and responsible behaviour in the disposal of cigarettes."

The company adds that some local councils have already adopted ButtsOut and it has proved "highly effective" in reducing cigarette litter.

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