Small steps in litter control

Just heard a piece about a small, but, successful litter campaign. A sweet shop owner in Gloucestershire has started a scheme whereby when youngsters buy sweets their names are written on the wrapper. If anyone finds the wrapper in the street they take it back to the shop and the child whose name is on it gets banned from the shop for a few weeks or has to spend time picking up other rubbish. And it is working!
OK so it is a small village and all the residents know each other. It wouldn't work in a lot of places I am sure. But a good idea don't you think.
Better than having anti-litter patrols (at huge expense) roaming the streets like has been suggested.