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.
"There needs to be a change in legislation and then an increase in the policing of that
legislation. If instant fines can be issued for rubbish dumpers then people are quickly going to change their habits and will think twice about willingly polluting mother nature. It works in Singapore so it would work here, it's about changing people's ingrained attitudes."
Ms Danielle featured on the Maori Television series Kaitiaki Wars that aired last year where she was one of four 'earth guardians' carrying out clean-up crusades around New Zealand.
She said some of the worst dumping areas, other than the state highways, included Mt
Ngongotaha, Paradise Valley Rd, Waipa and most concealed bridges around the city.