Gum litter in Ireland may not be such a sticky issue shortly, as the Government and Irish food and drink industry have joined forces to tackle the problem.
The new initiative will include a variety of public campaigns and educational programmes to raise awareness about the impact of gum litter, and to encourage its proper disposal.
It is the first of a series of agreements reached with the banking, fast food, and chewing gum industries, following recommendations made to the Government after its study on chewing gum, fast-food packaging and ATM receipt litter.
It is aimed at changing behaviour for long-term benefits, and will receive a significant level of support from industry in financial and resource terms.
Gum maker The Wrigley Company will also work with Ireland to look at developing technical solutions for gum litter as part of a €1 million research and development project.