Chewing Gum

Food and Drink Federation (FDF) is working with the Chewing Gum Action Group (CGAG) on a campaign for responsible disposal of chewing gum.

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.

Background on the Chewing Gum Action Group

The CGAG was formed in 2003 and comprises the Department for Environment Food and Rural Affairs (Defra), Keep Britain Tidy, the FDF and chewing gum manufacturers Wrigley and Cadbury.

Activities of the Chewing Gum Action Group

The Chewing Gum Action Group was set up with the aim of assisting Chewing gum campaign 2009 Local Authorities to start a gum litter campaign.

An average of 15 Local Authorities per year have taken part in the scheme since 2006 and have benefitted from the materials, advertising space, media relations support and general advice provided by the group.

Participating Local Authorities are expected to deliver increased visibility of enforcement messages on gum littering, to coordinate and execute the local launch of the campaign and local PR and to measure gum reduction in hot spot sites, before and after the campaign, following the guidelines issued by the group.

Feedback from all campaigns is collected by the group and used to review the material developed for the campaign and the successful strategies employed by different partners.