01 October 2004
A £10m advertising campaign will soon be encouraging more people in England to recycle their rubbish.
The campaign, organised by the Waste & Resources Action Programme, is estimated to reach 4.3m people and will be fronted by the Olympic rower Matthew Pinsent and the comedian Eddie Izzard. Ministers hope it will help meet the target of recycling 25% of household waste by 2005/06.
Launching the campaign, environment minister Elliot Morley said: 'It is time to stop thinking of waste as rubbish. It is a resource with potentially many different uses, and markets for recycled goods present a major opportunity for UK businesses.'
In total, 14.5% of household waste was collected for recycling in 2002/03.
Councils are also to face extra pressures with the introduction of the Landfill Allowance Trading Scheme next April.
The scheme has been designed to help councils to comply with the European Landfill Directive by selling spare landfill capacity on to authorities that need it.
PFoct2004
