A plan is being drawn up to try and reverse the anticipated growth in rubbish being sent to landfill.
Residents, businesses and visitors are being encouraged to think differently about their waste.
North Tyneside Council is considering advice and incentives to residents to maximise the amount of rubbish they reuse, recycle or compost.
The authority’s new waste management strategy, ‘Changing our thinking ... away from rubbish and towards a resource’, sets out plans for reducing the borough’s carbon footprint, cutting down on waste each household produces and minimising how much is sent to landfill.
Although the amount of rubbish has fallen in the last five years, latest figures show an anticipated rise of up to two per cent – an additional 2,000 tonnes of waste – which will cost £200,000 in fines.
Coun John Harrison, cabinet member for the environment, said: “We need everyone to understand that waste is not just a council problem.
“People have to take responsibility for the things they throw away and make sure that they have really tried to get their things reused or recycled and made useful again.
“The stark fact is that if some people don’t change their attitudes about recycling this council will have to pay huge landfill bills and large fines for not hitting recycling targets.
“Frankly, this is money that is literally going to waste. It’s money we need to be spending on other vital services.”
The new strategy sets out ways the council will work with residents to cut down on the rubbish produced by each household and how it will maximise the amount reused, recycled or composted.
More details on the strategy can be found at www.northtyneside.gov.uk