EALING’S recycling rate has risen to 44%, propelling the borough closer to its 50% target.

An awareness campaign was launched last year to help drive up recycling rates.

In the past year, nearly 40,000 tons of household waste were recycled and diverted from landfill, saving millions in landfill tax.

New recycling services, such as the collection of furniture and small electrical items, have also contributed to the increased rate.

Councillor Bassam Mahfouz, cabinet member for transport and environment said “As other London boroughs stall, our recycling rates have continued to rise and we continue to be at the forefront with our inventive communications.”

To encourage residents to recycle more, the council has launched an interactive website that shows everyday household items people can recycle.

The website www.recyclemystuff.org.uk allows users to travel and explore through each room of a house and identifies recyclable objects, including batteries, light bulbs, cooking oil and furnishings.