The Scottish executive has launched a new offensive to cut racism after it emerged that one in two Scots believe that the terms "Paki" and "Chinkie" are acceptable.

Whilst the majority of people in Scotland believe that they are not racist, the number of incidents involving racism being reported to the police have continued to increase.

There are currently over 3000 reported cases of racism in Scotland every year.

According to research conducted on behalf of the Scottish executive, 50 per cent of Scots say they have witnessed a racist incident.

The data also reveals that 25 per cent of Scots believe they are "strongly or slightly" racist.

Television, cinema, radio and billboard advertising will aim to raise awareness of racist attitudes and behaviour.

The £1 million campaign - headed up with the slogan "One Scotland, many cultures" - will run for five weeks and highlight the negative impact this has on individuals and communities.

Launching the new campaign, Scotland's first minister, Jack McConnell, said: "I am convinced that making the most of the diverse cultures in Scotland is fundamental to a more prosperous Scotland.

"For a growing economy, we need a growing population.

"We must therefore make the most of all our talent and ensure that Scotland is a welcoming place for people from all cultures, nationalities, and backgrounds."

Margaret Curran, the minister for social justice, said the campaign represented "a significant moment for Scotland".

"Through this advertising campaign we are stating clearly and loudly that there is no place for racism in Scotland," she said.

"I don't believe that anyone wants to live in a Scotland where a family or individual's potential is determined, not by their abilities, but by their postcode or the colour of their skin, or their sex."