The government is to launch a campaign aimed at discouraging people from littering.
Three million dollars will be spent on the campaign which includes the development of educational materials and surveys.
The Environment Minister, Nick Smith, said the harm from litter was not just aesthetic but plastic, paper and cans also damaged waterways and wildlife.
He said litter was a risk to New Zealand's clean green brand.
The initiative was announced at the National party's Bluegreen forum in Auckland today.