Scotland's road operating company Amey have launched the "Don't tip on your trip" campaign in a bid to reduce motorway litter but problem areas such as the busy A75 could benefit too.
Earlier this year, a local community councillor was approached by tourists complaining about the state of the region's roads due to litter and it was agreed that such mess could deter visitors from returning.
The RAC, Keep Scotland Beautiful (KSB) and Transport Scotland are supporting the cause and Keep Scotland Beautiful said fixed penalty notices of £50 could be issued to motorists caught on CCTV on motorways, but this could become a feature of the A75 and A77 too.
Amey will be targeting drivers in the south west of Scotland where 50 tonnes of rubbish is recovered each month.
Amey's said litter cleared from southern Scotland's road stretches every year was enough to fill two public swimming pools.
KSB manager, Donna Niven, said the vast amounts of litter on the road network were removed at considerable cost.
She said: "If you take in the motorways, the trunk roads and all of the rural roads, it's way over £100m per year."
More councils in Scotland are now using fixed penalty fines of £50 for people caught littering on the streets.
Ms Niven said this approach was now being used to tackle the problem on the roads.
"Big Brother is watching us everywhere today. There are CCTV cameras all over the place," she said.
"We can actually track the drivers and the registration numbers and send that fixed penalty notice through the post to your door."