Campaign to tackle sticky issue of gum litter

The aim of the campaign is to reduce littered gum by raising awareness that dropping gum on the ground is littering and that it is subject to a €150 fine. The GLT encourages the public to dispose of their used gum responsibly. In previous years, the campaign has been a huge success with a baseline reduction of gum litter of 33% from 2012 to 2013. The number of people who recognise that dropping chewing gum is litter is now at an all-time high at 93%. In 2013, over half of those surveyed had seen or heard the campaign, and TV advertising alone led to 25% of people disposing of gum responsibly.