Plastic-free chewing gum brand Nuud and youth movement, Kids Against Plastic (KAP), today reveal ‘Poisoned by Plastic’, a provocative, science-backed national campaign to tackle the harm of plastic-based gum. The campaign will expose the hidden plastics in traditional chewing gum and the impact that microplastics have on human health and the environment.
50% of gum chewers are under the age of 25, and most are unaware that they are chewing on single-use plastic. Poisoned by Plastic uses stark imagery of children bearing plastic poison on their faces, to make this invisible truth visible. The campaign represents a rallying cry for policy makers to back regulatory change, demand transparent labelling from plastic-based major gum brands, and empower consumers to choose plastic-free alternatives.
The UK consumes four billion pieces of plastic gum – the equivalent of four billion plastic straws – every year. Research from Queen’s University Belfast reveals that chewing gum releases vast amounts of microplastics directly into the mouth when chewed. In fact, this amounts to 250,000+ microplastics into the body in just an hour of chewing, making it one of the most concentrated and preventable sources of microplastic ingestion.
Public and parliamentary support for action on plastic gum is growing. Earlier this year, 27,000 people signed Nuud’s petition to ban plastic-based gum in the UK, and 25 Members of Scottish Parliament backed a motion for a ban across Scotland.
The Poisoned by Plastic campaign launch is underpinned by an Early Day Motion from Wera Hobhouse MP (Liberal Democrat) to parliament on 1 September. The EDM urges UK-wide action on plastic-based chewing gum.
Nuud is encouraging members of the public to contact their local MPs requesting that they support the motion from Wera Hobhouse MP. The motion is endorsed by a multi-expert Policy Briefing co-authored by Nuud, Queen’s University Belfast, Just One Ocean, Plastic Health Council, City to Sea and Common Seas.
The policy recommendations include a phased approach:
Phase 1
Mandatory transparent labelling of plastic ingredients
Phase 2
Age restrictions on purchasing
Restrictions on point-of-sale locations
Mandatory health warnings on packaging
Phase 3
Introduction of a Plastic Health Tax
Phase 4
Legislative ban on plastic-based chewing gum
Despite its everyday presence, most consumers remain unaware that regular chewing gum is, in fact, a single-use plastic. Under the vague ingredient term “gum base,” most gum brands include synthetic materials such as polyethylene (used in plastic bags), polyvinyl acetate (found in PVA glue), and butadiene-styrene rubber (used in car tyres). This is due to current regulations that allow plastic-gum manufacturers to conceal large proportions of plastic within the ingredients.
Microplastics are tiny fragments that form when larger plastics – such as chewing gum base – break down. Microplastic particles enter the human body through ingestion, and have been detected in human blood, lungs, hearts and brains. The presence of microplastics in the body is linked to severe diseases including strokes, cancer, cardiovascular disorder and diabetes.
Keir Carnie, Founder, Nuud, said: “Plastic chewing gum is a public health scandal hiding in plain sight – and it should shock every parent and policymaker. It is unacceptable that major gum manufacturers are permitted to hide a drinking straw’s worth of plastic in every piece of gum, all under the government’s watch. Consumers – especially young people – are unknowingly ingesting vast amounts of microplastics. This is a clear failure of regulation, and the government must act immediately to protect public health.”
Amy Meek, Co-founder, Kids Against Plastic, said: “Plastic gum is a hidden yet major source of microplastics, and with half of all gum chewers under 25, young people are bearing the brunt of this problem. It’s crazy that gum is marketed to our age group as a health product, when it could be having unseen impacts on our bodies. At Kids Against Plastic, we are calling on the government to act urgently to protect the health of our generation.”
Wera Hobhouse MP (Liberal Democrat) said: “Plastic-based chewing gum represents an unchecked public health and environmental issue. For too long ‘Big Gum’ has been allowed to hide behind vague labelling while millions of young people are unknowingly chewing and ingesting microplastics. This is unacceptable. Through this Early Day Motion, myself and Alastair Carmichael MP are calling on the Government to take urgent action: to introduce clear labelling, restrict harmful products, and put public health first.”
