Voiced by Liverpudlian funnyman Alexei Sayle, the cartoon-style ads show a paperboy doing his round while explaining how all kinds of paper can be recyled into new newspapers in just seven days.

Funded by national campaign Recycle Now, the adverts seek to explain in an accessible way that recycling does make an immediate difference in efforts to reduce waste.

Julie Brown, a spokesperson for Recycle Now, said: “Nearly one fifth of our household rubbish is paper and card, of which half is newspapers and magazines.

“The ad focuses on how simple and easy it is to turn this valuable resource into new newspapers in as little as one week.

“Recycle Now is urging people to think twice before throwing away paper products.”

Around 1.3 million tonnes of paper and card is collected from households for recycling each year in the UK.

Over 44.6 million people across England have seen the previous series of TV ads, focusing on recycling aluminium and steel cans, glass bottles, paper and garden waste recycling.

The latest advert will be shown throughout June.

Ms Brown added: “Our research shows that people are genuinely interested in finding out about what happens to their household waste when they recycle it.

“The ad focuses on some of the commonest paper products people can recycle and also how quickly they can be back in the home again as new products made from recycled materials – the possibilities really are endless.”

Sam Bond

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