Local television personality and environmental advocate Kiri Danielle says society needs to collectively acknowledge the illegal rubbish dumping problem in Rotorua and "do something about it".
She said illegal dumping was not confined to the outskirts of town-many spots in town were renowned for rubbish dumping.
"The people who are dumping their rubbish are choosing to screw up the environment - they are going to our most precious, pristine areas and ruining them. People need to be more vocal about it and advocate for a culture shift where it is no longer 'cool' and convenient for people to dump their rubbish."
Ms Danielle said calls for change needed to go to central Government.