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Bin It Your Way!

Of all the items that end up as litter, one of them can’t be swept away and that’s chewing gum. 

To tackle the problem, gum manufacturers, governments and the charity Keep Britain Tidy run an annual campaign to encourage people to dispose of their gum correctly.

The campaigns are funded by gum manufacturers: The Wrigley Company, Perfetti Van Melle and Mondelez International (Cadbury).  The group also receives support from Defra, the Scottish and Welsh governments, Keep Wales Tidy, Zero Waste Scotland, the Food and Drink Federation and the Chartered Institute of Wastes Management (CIWM).  It’s a unique example of competing companies pooling resources to educate consumers about how to properly dispose of their product.

Each year, local authorities and business improvement districts (BIDs) are invited to submit applications for the campaign to run in their area. In 2014, 12 were selected across the UK and we saw an impressive 38% average reduction of dropped gum in monitored areas with some areas recording reductions of up to 90%.

This year’s campaign is being delivered throughout October 2015 using the ‘Bin It Your Way’ posters. The local authorities and BIDs involved in this year’s campaign are:

  • New West End BID
  • Retail Birmingham BID
  • Armagh City, Banbridge & Craigavon Borough Council
  • South Holland District Council
  • Bathgate BID
  • Test Valley Borough Council
  • Southport BID
  • Hounslow Highways
  • Cambridge BID


Last year’s results


took part last year


less gum litter
on average


reduction in
one community

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Who are CGAG?

We’re the experts on fighting gum litter. The Chewing Gum Action Group (CGAG) is a behaviour change campaign designed especially for local authorities.

Please take a minute to look through our website, learn more about us, our past work and how your community can take part – for free.

"Chewing gum is difficult and costly to clean up. Gum stuck to the floor creates a negative perception for residents, shoppers and local businesses. This gum campaign successfully raised awareness, reduced gum littering and reminded everyone that if you drop gum you face a big fine."

Councillor Alex Norris, Nottingham City Council

"This campaign had a dramatic effect on the amount of gum litter on our streets. We saw a massive reduction of 93%. This shows the campaign not only led to a huge improvement in the quality of the city’s streets, but also genuinely changed attitudes."

Lucy Prisk, Cardiff City Council

"It costs on average £2 to remove each piece of gum, so this campaign saved us vital funds which could then be better spent elsewhere. Encouraging behaviour change is the only long-term and sustainable solution to the problem of littered gum. Working with the Chewing Gum Action Group was a really successful way of tackling this issue and urging people to dispose of their gum responsibly. "

Councillor Phil Townshend, Coventry City Council
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What’s going on in our world?

Chewing Gum Action Group

We launched our latest campaign to the media today. Check out the video on the BBC website: #binityourway
Apply now to become an partner in this year's campaigns
Our latest chewing gum litter campaign launches today. Working with 12 councils and Business Improvement Districts, we're encouraging gum chewers to ‘Bin...
Our new campaign launches across the UK today. Here's the story on the Keep Britain Tidy...
Our latest campaign is due to be launched on Monday 7 October 2013


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Every #litter counts: Sweeping the streets in Barking and Dagenham
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London's Oxford Street transformed in the fight against litter

Campaign launches to change behaviour towards chewing gum disposal 19th


Apply now to be a partner in this year’s chewing gum litter campaigns

Of all the items that end up as litter, one of them can’t be swept away and that’s chewing... 9th


How do you bin yours?

The Chewing Gum Action Group (CGAG) has launched a campaign across the UK with the aim of reducing littered gum. Working with 12... 22nd

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Previous campaigns


The 2012 campaign tapped into the excitement surrounding the Olympic and Paralympic Games, urging people to do their country proud.


Following-up on the 2010 campaign with new graphics, we kept reminding people that dropping gum would cost them a packet.


The ‘Save Yourself a Packet’ campaign drove home the point that improper gum disposal came with an £80 fine, and encouraged people to do the right thing.