Did you know that gum littering has serious consequences in Ireland, including a hefty fine?
That’s right, if you’re caught not disposing of your gum properly, you could be forced to hand over €150.
The Gum Litter Taskforce (GLT) is part of a joint initiative that aims to achieve a long-term sustainable solution to the irresponsible disposal of chewing gum litter.
The GLT campaign was launched nationwide in 2007 by the Department of Environment, Climate and Communications, Food and Drink Ireland and the chewing gum industry.
The campaign has led to a phenomenal shift in people’s attitude to litter, with a remarkable 70% reduction in gum litter since the campaign’s inception.
As part of the campaign, the GLT are spreading awareness about the €150 fine for littering, and reminding people that incorrectly disposed of chewing gum is actually litter.
Goss.ie recently took to the streets of Dublin with social media star Kayleigh Trappe to educate people about the €150 fine, and to discuss why gum littering is such an ick.
While we’ve come a long way since 2007, one in seven people continue to drop their gum on the ground, according to research carried out by the Gum Litter Taskforce in 2023.
This accounts for 19% of men and 9% of women, showing a higher tendency in men to not properly dispose of their gum.
The GLT 2023 campaign had a positive impact on both attitudes and behaviour regarding gum disposal, with a 5% increase in those reporting ‘always’ or ‘usually’ putting their chewed gum in the bin, bringing the figure to a record high of 92%.
During the most recent campaign cycle, chewing gum dropped to a record low of less than 8% of all litter.
The campaign has also increased knowledge of the fine associated with gum litter, with 81% of those surveyed after the campaign now aware of the €150 fine.
The GLT research also found that the biggest deterrent of gum litter is peer pressure, however 1 in 4 of state they have changed their behaviour as a result of the educational messaging from the Bin It campaign.
Now in its seventeenth year, the GLT campaign travels across the country, working with local authorities to host its Summer Roadshow, which promotes responsible gum disposal by highlighting the environmental impacts of gum and general litter.
This is supplemented by the ‘Bin It!’ school roadshow and a social media campaign to target 16–24-year-olds.
A further positive impact of the campaign is evident from the 16% of young people who reported having stopped the habit of ‘dropping or spitting’ gum recently post campaign.
This year’s campaign will see representatives from the Gum Litter Taskforce working with local authorities and communities to carry out education and awareness initiatives that demonstrate the proper means of gum disposal and raise awareness of the environmental and fiscal impacts of improper disposal.
Then, in September, the Gum Litter Taskforce’s Bin It! education programme will travel across the country and deliver 60 performances a year to primary and secondary schools nationwide, with the ambition to visit 180 schools by 2025.
This is in addition to useful lesson plan material that has been made available to almost 730 schools across Ireland.
