The phenomenon of litter has existed for some time, but its scale has increased in recent times
There are situations in which anyone will drop litter, even if they do not approve of such behaviour
The Clean Europe Network estimates that the total cost of cleaning up litter throughout the EU is somewhere in the range of €10-13 billion
Positive actions that can encourage people to dispose of their waste in a responsible way include civic pride, clean-up campaigns, partnerships ...
Changing that behaviour requires direct interaction with the people who are susceptible to do the wrong thing