POTTY-MOUTHED Sandwell Council chiefs are hoping residents do not turn their noses up at a anti-dog fouling poster campaign which features a swear word.
The poster, which uses the phrase "no s**t Sherlock" with a picture of dog in deerstalker hat next to a pile of dog mess, is being put up across Cradley Heath, Oldbury, Rowley Regis and Blackheath.
The campaign is backed by tough enforcement after council wardens issued more than 80 £75 fines in recent months and handed out thousands of dog mess bags.
Council leader Councillor Darren Cooper said: “All the feedback we get from people in Sandwell shows that dog mess is a real concern. "For many it's the number one priority problem they keep reporting to us.
“It's a public health hazard – especially for children and young people who play in our parks and open spaces. It looks horrible, it gets stuck on your shoes and it costs council taxpayers' money to clean up."
And he is unrepentant about the poster which uses a swear word after the campaign went viral on Twitter.
He said: "We thought hard about it, risky but would we be getting the coverage we currently are."
However, parent Dan Wainwright asked the leader on Twitter: "Is the swear word necessary? What if kids ask "what's that word, mum?"
People are urged to report those not cleaning up after their dogs at www.sandwell.gov.uk/dogfouling, email firstname.lastname@example.org or call 0845 359 7501.