East Riding of Yorkshire Pilots LitterCam Technology

East Riding of Yorkshire Council has initiated an innovative pilot scheme in partnership with LitterCam, to trial an AI-powered CCTV camera aimed at reducing litter on roadside verges. Installed near the Willerby roundabout on the A164, a high-traffic area surrounded by fast-food outlets, the camera uses advanced artificial intelligence to detect vehicle number plates and instances of litter being discarded, such as fast-food packaging, drinks containers, and cigarette butts. This initiative addresses the council's substantial annual expenditure of £4.36 million on litter clearance across the region, promoting responsible waste disposal by encouraging motorists to take rubbish home instead of dumping it irresponsibly.

During the trial, which began on June 23, 2025, footage captured by the camera is reviewed by the council's street scene enforcement officers to identify potential offences. Rather than issuing fixed penalty notices, the focus is on sending warning letters to offenders to gather data and assess the system's effectiveness. If proven successful, the council plans to expand the program by installing additional cameras in other litter hotspots throughout the East Riding, building on LitterCam's proven track record from previous trials in locations like London, Manchester, Scotland, the Netherlands, Saudi Arabia, and Loughborough—where a similar setup resulted in 28 £150 fines and a 40% reduction in verge litter.

Councillor Lyn Healing, the council’s cabinet member for communities and public protection, emphasized the commitment to leveraging modern technology in the fight against littering, noting its illegality and the significant costs involved. LitterCam co-founder and CEO Andrew Kemp expressed enthusiasm for the collaboration, highlighting how innovative AI can help tackle the persistent issue of roadside litter and support cleaner communities.