Whether it’s the latest must have toy gadget for the children or a new gizmo for the kitchen, Christmas will see a huge surge in the number of small electrical goods bought for the home.
Research shows that a third of people throw away electrical items such as kettles, cameras and coffee makers instead of recycling them.
Business and economic minister Ian Pearson said: “The waste electrical and electronic equipment (WEEE) Regulations have created a nationwide recycling network in the UK, but for the system to maximise its overall effectiveness it’s down to each of us individually to get on board as socially responsible consumers and businesses.
“With over 154 million small electrical products bought in the UK last year alone, there’s a huge opportunity to increase the recycling rates for unwanted goods, particularly in the run up to Christmas.
“This campaign will be an important factor in raising the consumer awareness needed to lift collection levels and reduce the amount of waste going to landfill.”
The WEEE Regulations place responsibility on producers and distributors for the collection and responsible disposal of end of life equipment.
A WRAP spokeswoman added: “We will be continuing to work on encouraging consumers to recycle their waste electricals. This will include working with local authorities to help communicate to householders.”