"Councillor Johnson, cabinet member for housing, said it was part of an ongoing campaign.
He said: "We want to do everything we can to stop tenants getting into rent arrears."
He said the message was "deliberately hard-hitting" but not intended to be insulting.
He added: "It's a very serious issue and the real issue of this double-sided postcard was to say if you are in difficulty give us a call.
"It would give me no pleasure to evict people in the new year because they're behind on their rent."
He said that eviction proceedings begin when a tenant is £250 in arrears.
He said he believed the card, which was sent to about 17,000 properties, cost about £2,000 to produce, which "pales into insignificance" against the rent owed.
He added: "I think we've got to take all reasonable steps possible to make sure people pay their rent."
I'm sure there are some working class people here who would love to know more about 'Councillor Johnson, cabinet member for housing - Hammersmith and Fulham Council '
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