RE the article Ee bye gum as chew ban bites" and editorial (LT, January 10).

I am writing on behalf of the Biscuit, Cake, Chocolate and Confectionery Association, (BCCCA) which represents UK manufacturers of biscuits, cakes chocolate and confectionery - including UK manufacturers of chewing gum.

Over half the population regularly chews gum for the enjoyment and numerous health benefits it delivers, such as reducing tooth decay, relieving stress and aiding smoking cessation.

Only the minority dispose of it in an irresponsible manner.

It is commendable that Lammack Primary School, Blackburn, is taking action on gum litter, but we do not believe a ban on chewing gum is the most sustainable way of dealing with the problem.

Research shows education is the most successful and effective long-term solution to chewing gum litter. To that end, industry works very closely with the Government-sponsored Chewing Gum Action Group (CGAG), which launched a national campaign tackling gum litter last year.

The campaign focuses on raising awareness about gum litter, and encouraging behaviour change.

The most effective way to tackle all forms of littering is to target the root cause of the problem, irresponsible behaviour, and we believe that by raising awareness through campaigns, we can go some way towards doing that.

JAMES HOLDEN, Corporate & Public Affairs Officer, Biscuit, Cake, Chocolate & Confectionery Association.