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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 campaigns are scheduled for October 2015 where we planning to use the ‘Bin It Your Way!’ posters that were used in 2013 and 2014, as they have been so well received with the public.

Participating partner organisations receive, at no cost to themselves, outdoor advertising and media relations and PR support.  In return, partners are asked to magnify the campaign’s message by working with local retailers and pitching in to give the campaign a higher profile.

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.

"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

"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

"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

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
Our New 2013 Advertising Campaign is about to start! From May 2nd, you'll be seeing lots of these posters below everywhere! Look out for our new TV...


How I did on Twitter this week: 25 New Followers, 181 Mentions, 543K Mention Reach. How'd your week go? via
RT @WatersideCare: Good clean up with @LangleyWSC today thanks 4 support @CRT_Lee Jayne @greenerview and all the regulars @CRTWestMidlands
RT @agreenerview: Thank you to all our volunteers your much valued by @LangleyWSC @WatersideCare @KeepBritainTidy and the local area http:/…
RT @marieannswift: Saw a neighbour out litter picking little stretch near her house - if only everyone did this @KeepBritainTidy @litterati

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


New campaign launches to reduce littered chewing gum

The Chewing Gum Action Group (CGAG) has launched a new advertising campaign with the aim of reducing littered gum across the UK. Encouraging gum chewers to ‘Bin it... 6th

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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.