Chewing Gum Litter Campaign

FDF is part of the Chewing Gum Action Group (CGAG), a joint initiative supported by Defra to assist local authorities to change the behaviour of gum-droppers through local campaigns.

Key facts: Chewing Gum Action Group (CCAG) National Chewing Gum Campaign

2015 National Campaign

2015 campaignThe Chewing Gum Action Group's 10th annual national campaign to reduce gum litter launched on 19 October 2015. The group highlighted pieces of discarded gum, using fluorescent chalk, on the pavements of London's Oxford Street and during the month of October, representatives will work together to remove the gum, making the streets cleaner and more attractive.

Nine Business Improvement Districts and local authorities from across the UK will be taking part in this year's campaign. Locations include West London, Birmingham, Northern Ireland, Lincolnshire, Scotland, Hampshire, Merseyside and Cambridge.

Chewing Gum Action Group - time lapse video 2015

Previous campaigns

2014 National Campaign

campaign 2014Creative: 'The Gum 'Slam dunk / Pop / Swish / Strut/ Curve'… Bin it your way'.

Utilising the same successful eye catching creative as used for the 2013 campaign, the 2014 campaign launched on 22 September and involved 12 local authorities from across England, Wales, Scotland and Northern Ireland.

The campaign led to an average fall in gum litter of 38% in participating areas, with a 90% reduction in one community.

2013 National Campaign

2013 National CampaignCreative: 'The Gum 'Slam dunk / Pop / Swish / Strut/ Curve'… Bin it your way'.

New contemporary creative focus for 2013, designed to be eye catching and relevant to the 16-30 year old target audience.

The 2013 campaign achieved an overall reduction in gum litter of 47% and involved 16 local authorities across the UK.

When survey about the 2013 campaign, 85% of respondents agreed that the campaign made them feel positive about the right way to dispose of gum.

2012 National Campaign

2012Creative: 'Bin your gum or it could cost you £80'.

Creative focus: to highlight the fine for littering and to persuade the small number of irresponsible consumers to think twice before dropping their gum on the floor.

The 2010 campaign achieved an overall average gum litter reduction of 50% across 10 local authorities in England and 1 in Wales.

The 2011 campaign achieved an overall average gum litter reduction of 56% across 12 Local Authorities from England, Scotland and Wales.

2009 National Campaign

Chewing gum campaign 2009Creative: 'Bin your gum or it could cost you £80'

New creative focus on highlighting fine – based on previous insights and research.

Overall average gum litter reduction of 48%.




2007-08 National Campaign

Chewing gum campaign 2007-08Creative: 'Sin, Bin and Guilty, Not Charged'

2007: Overall average gum litter reduction of 58%.

  • 59% with 85% reduction in Blackpool and 86% reduction in Oxford
  • 71% of target audience claimed poster ads made them want to change their behaviour

2008: Overall average gum litter reduction of 43%.

  • 77% of target audience claimed poster ads made them want to put their gum in the bin

2006 National Campaign

Chewing gum campaign 2006Creative: 'Fluffy Boots'

Overall average gum litter reduction of 38% with a 72% reduction in one area.

  • 69% of target audience claimed poster ads made them want to change their behaviour



2005 Pilot

2005 chewing gum campaignCreative: 'Thanks for binning your gum when you're done'

Average reduction of gum litter: 80% reduction in gum litter in Preston







More Information


Last reviewed: 05 May 2016