Gum now makes up just 8.6% of all litter, according to a new report by the Gum Litter Taskforce (GLT). Launched today, at the kick-off of the Gum Litter Taskforce’s Summer Roadshow, the report also found that 92% of people now report properly disposing of their gum litter.
A collaboration between industry, government and local authorities, and funded by Mars Wrigley, GLT has seen gum litter reduce by almost 70% since 2007, via a sustained public engagement and education campaign. According to the latest National Litter Pollution Monitoring System data, gum now accounts for just 8.6% of all litter, continuing a downward trend from 26.4% in 2006, and 9.1% in 2021, the end of the previous three-year cycle.
Minister of State with responsibility for Circular Economy, Alan Dillon praised the continued success of the initiative:
“I’m delighted to be to be here in Westport to kick off the Gum Litter Taskforce’s Summer Roadshow. Since 2007, we have seen clear, measurable change on our streets thanks to the work of the Gum Litter Taskforce. The consistent fall in gum litter shows that education and collaboration are driving real results. This is exactly the kind of behavioural change we need to build a cleaner, greener Ireland.”
Avril Donlon, Gum Litter Campaign Manager at Food Drink Ireland, added:
“We are delighted to launch the 2025 GLT campaign today and kick off another summer of interactive roadshows. Each year, we continue to see the positive impact this campaign is having on communities across the country. It’s encouraging to know that our efforts are helping more people make the right choice when it comes to gum disposal.”
Anne Sheeran, Corporate Affairs Manager at Mars Wrigley, said:
“The Gum Litter Taskforce continues to prove what’s possible through strong partnerships and community-focused messaging. By connecting with younger audiences and reinforcing positive behaviour, we’re not just cleaning up streets – we’re helping to create a culture of personal responsibility. Mars Wrigley is proud to sponsor a campaign that plays such an important role in educating people about proper gum and litter disposal.”
This year’s campaign will include a Summer local authority roadshow, which will travel to 17 counties this Summer, and a school roadshow (‘Bin It!’) which will travel to primary and secondary schools across the country from October, promoting the positives of responsible gum litter disposal, and promoting awareness of the €150 gum litter fine. The campaign will also run an advertising campaign and website, where educational material at www.gumlittertaskforce.ie.
