Environment
Working together for cleaner communities
Chewing gum is enjoyed by millions, but when it is disposed of improperly, it can contribute to litter in public spaces. Addressing this challenge requires shared responsibility: consumers, local authorities, and industry each have a role to play.
ICGA and its members are partnering with governments, cities, and NGOs to support education, fund clean-up initiatives, and trial new approaches to litter prevention. At the same time, research is exploring whether gum formulations can be improved to reduce their environmental impact – without compromising safety, taste, or consumer preference.
Why This Matters
Cleaner streets: our shared responsibility.
Improperly disposed gum is a visible form of litter. Tackling it requires cooperation between consumers, policymakers, and industry. Education and awareness remain essential, but they must be combined with practical solutions, industry commitments, and innovation.
Industry Action Today
Supporting cities, schools, and consumers
ICGA members co-fund and co-lead gum litter reduction initiatives across Europe. These include awareness campaigns, behavioural nudges, and collaborations with municipalities. Examples include:
UK
The Chewing Gum Task Force, co-funded by industry and government, has reduced gum litter by up to 60 % in the involved municipalities.
France & Germany
Pilot projects with municipalities in Lyon, Marseille, Hamburg, and Berlin combine local messaging and on-the-ground prompts.
The Netherlands
Increasing consumer awareness about the importance of responsible disposal of chewing gum after consumption through public education campaigns.
Ireland
Partnerships with municipal authorities to test disposal bins, collection zones, and public education campaigns.
On-Pack Disposal Symbols
Voluntary adoption across markets, helping remind consumers to “bin it.”
School Programs
Education modules in the UK, Spain, and Vietnam that teach responsible disposal through interactive tools and gamified learning.
Product Innovation
Exploring innovation for chewing gum of the future
Research is underway to explore products that may be less adhesive or more degradable if disposed of improperly. While this is a complex scientific challenge, several patents and trials have been published over the years by major gum producers, demonstrating ongoing dedication to product innovation. Any new formulation must still meet strict food safety standards and satisfy consumers’ expectations on taste, texture, and shelf life.
Call to Action
Small actions. Protecting the spaces we share.
Gum doesn’t belong on sidewalks. ICGA is committed to working with partners on practical, scalable solutions that combine consumer responsibility, industry action, and policy support – ensuring public spaces remain clean and enjoyable for everyone.
