Only 10% of cigarette butts are properly deposited in ash receptacles-the least likely item to be placed in a receptacle.¹

Why do many smokers litter?

Smokers discount the impact.  A 2008 survey of over 1,000 smokers found that 35% toss five or more cigarette butts per pack on the ground.  Source: iQ Research & Consulting, Keep America Beautiful Pocket Ashtray Study, January 2008.  Because a cigarette butt is small, smokers tend to overlook the consequences of littering. Source: McGregor Marketing for Keep Australia Beautiful, 1998.  Cigarette litter research in Australia found that many smokers:

• Don’t believe littering their cigarette butts is inappropriate behavior.  Some believe they’re acting responsibly by dropping cigarettes to the ground and stepping on them to extinguish them.
• Consider dropping butts into gutters or storm drains a safe way to extinguish a cigarette.²
  
• Blame their littering on a lack of well-placed bins for cigarette butts.  Over 80% of smokers said they would properly dispose of their butts if suitable bins were available.

Most cigarette littering happens at “transition points.”  These are areas where a smoker must extinguish a cigarette before proceeding, such as outside retail stores, hotels, office buildings, and at bus shelters and train platforms.  Messages about cigarette butt litter and ash receptacles at transition points are an important catalyst to changing behavior. 

¹ Beverage Industry Environment Council. Community Change Pty Ltd. Understanding Littering Behavior in Australia, June 1997.
² Sweeney Research for Tobacco Information Centre and Keep South Australia Beautiful, 2000.