LONDON: The UK's Audit Bureau of Circulations has launched a hotline enabling Londoners to complain and alert it to distributors who dump free newspapers in bulk around the capital's streets.

Rival afternoon free-sheets London Lite and The London Paper attracted the ABC's attention after investigators revealed large quantities of unwanted copies were being thrown in garbage bins.

While this is environmentally undesirable, the ABC is equally concerned that it skews circulation figures on which advertising rates are based.

ABC director of newspapers and consumer magazines Martin Gates says the organisation will monitor the performance of the hotline and integrate its findings with the newspapers' circulation audits.

Data sourced from; additional content by WARC staff