Marbella Council has launched a controversial campaign, funded by the Regional Government of Andalucia, to encourage shopkeepers in the historic Casco Antiguo / Old Town area to help keep the streets clean, and so have been accused of, effectively, passing the buck for street maintenance of one of the city’s most visited districts onto tenants.
Despite official praise for the “constant work” of municipal cleaning services, the initiative has been branded unprecedented. Notably absent from the launch was the Councillor for Cleaning. Instead, West District Councillor Alejandro Gonzalez and advisor Carmina Serrano presented the campaign, titled “Keep the Casco Antiguo Clean”, a slogan critics say should be directed at the Council itself rather than “raising awareness” among traders and residents. The campaign, financed through the Junta de Andalucia’s Plan for Major Tourist Cities, will distribute 1,500 informational leaflets across the Old Town.
Eyebrows raised – Don’t we already pay for this?
Speaking at the event, Councillor González described the goal as “reinforcing shared responsibility to keep this crown jewel of the city in perfect condition.” He insisted that the Cleaning Department “works constantly in the area,” but stressed that “collaboration is essential to maintain the image of the Casco Antiguo, a reference point for visitors.” González reminded attendees of basic coexistence rules, including respecting waste collection schedules, flattening cardboard before disposal, and not abandoning furniture or bulky items without prior notification to collection services.
1,500 leaflets have already been distributed in the zone between the África Hostel and the beach, and between Nabeul and Calvario avenues. Posters will appear in council offices and on digital advertising screens in the streets.
Andaluz tradition – keep your own doorstep clean
The tradition of keeping one’s own street clean has been a mainstay of Andalusian culture for generations, and perhaps something lost in the globalisation of traditional shopping streets. However, collectors of council taxes encouraging taxpayers to, effectively, take responsibility for a service they are already paying for, it what has raised eyebrows in this instance.
The campaign materials detail public cleanliness regulations, including obligations, prohibitions, and applicable fines.