The bins by Sea Palling beach were overflowing, with rubbish blowing across the promenade during the busy heatwave.

The scenes of rubbish piling up has prompted calls for more to be done to keep our region's beaches free of rubbish.

Calls have been made for the district council to ensure bins are emptied regularly and for beach-goers to take more responsibility over their litter.

It comes as North Norfolk District Council says it is monitoring the situation, has increased the number of bins in the region and adjusted collection times to meet demand.

Rubbish overflowing in Sea Palling bins (Image: Supplied)

Matthew Taylor, county councillor for Sea Palling, said: " I completely support calls to bring forward added collections during the busy summer months.

“It’s important we ensure our beaches remain beautiful destinations.

"They are an asset that prop up our North Norfolk tourism economy.

"I hope the council will take action to ensure collections are more frequent, and waste is removed before it piles up.”

Councillor Matthew Taylor (Image: Phoebe Ozanne)

Others argue the issue goes beyond council services, pointing to the behaviour of some........

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