THE old adage of "where there's muck there's brass" is being taken seriously by one North-East council - but only where dogs are concerned.

For Durham City Council will receive a four-figure sum after becoming one of the first UK authorities to sell sponsorship on its 220 dog waste bins.

Bayer, the maker of dog worming product Drontal, has agreed to hand over a one-off payment of £2,200 to have its branding placed on the bins.

The extra money will be used to replace worn-out bins and install new ones as part of a concerted effort to clean up the city's parks and open spaces.

Kevin Stevens, Bayer product manager, said: "We believe the campaign is a win situation for everyone.

"The council is receiving extra money which, hopefully, will help to improve the environment for local residents.

"Dog owners will have improved facilities for getting rid of dog waste and, if our message gets through, their pets will be wormed more regularly. Finally, Bayer has access to a highly targeted advertising medium."

Dog faeces carry the risk of toxocariasis, a disease transmitted through the eggs of dog worms which can survive in soil for up to four years. Human contact can result in serious infections and even blindness.

Tom Punton, the council's waste collection manager, urged dog owners to eliminate the risk to human health by using the poop bins to dispose of their dogs' waste.

He said: "We still get more complaints about dog fouling than anything else.

"There has been a slight improvement in parks and residential streets, but things could still be better."

Councillor David Bell, the council's environment portfolio holder, said: "By continued education and, if necessary, enforcement we have made progress in encouraging dog owners to clean up."