Chewing gum is contributing to a cleaning bill of "the best part of one billion", which is money better spent on frontline services, a communities campaigner has said.
Helen Bingham from Keep Britain Tidy told Daybreak putting chewing gum in the bin, as opposed to the street, was "just the right thing" to do.
"We've got a choice to make as a country; we say which side of the fence are we on? Do we want to live in a country that is littered and pay the bill or do we actually want to do our own little bit and all make a difference."
Keep Britain Tidy are launching a campaign to keep gum off UK pavements.