DOG owners will soon get the chance to have their pets electronically tagged for free, or at a reduced cost.

The National Canine Defence League (NCDL), in partnership with Sunderland City Council, is running a campaign throughout the next two months.

TV agony aunt Denise Robertson was on hand to launch the scheme at Sunderland Civic Centre yesterday.

Aimed at promoting responsible ownership, the campaign hopes to encourage owners to get dogs painlessly fitted with a microchip linked to a computer database.

If a dog fitted with the tag is found straying, the microchip under its fur can be computer-scanned for the registration number which matches it to the owner's name and address on the database.

Denise Gilgallon, North-East campaign officer for the NCDL, said: "We acknowledge that Sunderland has a problem with stray dogs, but by working in partnership with the council we hope we can address this."

Bob Bowman, director of city health and housing, said: "Microchipping is an innovative way to keep track of a family pet.

"Once a dog is chipped they can be easily identified if they have strayed or gone missing, and it means we can trace the owner straight away."

The roadshow, which officially starts at the Stadium of light on Tuesday, will tour the city throughout October and November, when owners can get their dogs chipped for £9.50, or free to pensioners and people on means-tested benefits.

A list of roadshow venues is available by phoning the NCDL on 0845 6063036