Back to top

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 and Perfetti Van Melle.  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 2015, 9 were selected across the UK and we saw an impressive 48% average reduction of dropped gum in monitored areas with some areas recording reductions of up to 83%.

This year's campaigns are taking place throughout September in the following campaign partner areas:

  • Hackney Council
  • Armagh City Banbridge and Craigavon Borough Council
  • Corby Borough Council
  • Harrow Council
  • Colchester Borough Council
  • Maidstone Borough Council
  • Hounslow Highways
  • The Royal Borough of Kensington and Chelsea
  • North Ayreshire Council
  • Oldham Council
  • CH1 Chester BID


Last year’s results


took part last year


less gum litter
on average


reduction in
one community

Back to top

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.

"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

"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
Back to top

What’s going on in our world?

Chewing Gum Action Group

A corner of London has been turned into the UK's first #LitterLounge to launch new gum litter...
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...


RT @OneTrafford: Live in Trafford and looking for a #job with @KeepBritainTidy? Better be quick, deadline for applications is 2 May https:/…
RT @aogdennewton: .@KeepBritainTidy calls for an immediate reduction in #foodwaste now topping £13 billion pa! #stopfoodwaste .@BBCBreakfas…
RT @aogdennewton: Let's hear it for the fanged carrot!!! #stopfoodwaste .@KeepBritainTidy
RT @dorsetdevils: @aogdennewton @KeepBritainTidy @BBCBreakfast Well said. We can all play a part to help reduce food waste and then recycle…
RT @dorsetdevils: "£13billion worth of food every year is a national disgrace" says Allison Ogden-Newton of @KeepBritainTidy on @BBCBreakfa


Anti-littering campaign ‘hits home’ to drive responsible gum disposal    6th


Apply now to become a partner in the 2016 chewing gum litter campaign

Of all the items that end up as litter, there’s one that can’t be swept away and that’s chewing gum. To tackle the problem, gum manufacturers,... 23rd


London's Oxford Street transformed in the fight against litter

Campaign launches to change behaviour towards chewing gum disposal 19th

Back to top

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.