British resident launches campaign for free car ashtrays to combat forest fires in France
A British expatriate living in southern France has initiated a nationwide campaign calling for the mass distribution of free portable car ashtrays, arguing the measure could significantly reduce forest fire risks across the country.
Guy Wilmot, who relocated from London to Céret in Pyrénées-Orientales five years ago, developed the initiative after experiencing two separate fire-related traffic delays during a family trip to Arles in August 2025. During the standstill, he observed numerous drivers smoking and discarding cigarette ends from their vehicles.
The proposal comes as France faces an unprecedented wildfire crisis in 2026. More than 116,000 hectares of forest and vegetation have burned since January, far exceeding the 70,000 hectares reported for all of 2025. The economic toll has been staggering, with estimates placing damages between €10 billion and €15 billion, potentially making 2026 the costliest wildfire year ever recorded in France.
Campaign Details
Wilmot's initiative, Je Sauve La Forêt, proposes distributing approximately eight million portable ashtrays designed to fit car cup holders before summer 2027. The devices would be made available free of charge through motorway service stations, town halls and other public locations, supported by a national awareness campaign.
The estimated cost of manufacturing, distributing the ashtrays and running the campaign ranges between €30 million and €40 million. Wilmot suggests joint funding by the French government, insurance companies, motorway operators such as VINCI Autoroutes, and potentially tobacco manufacturers.
According to the Fondation VINCI Autoroutes, 18 percent of smokers admit to having thrown cigarette butts from car windows, with an average of 100 butts discarded daily per kilometre of motorway in each direction. Across France, an estimated 30 billion cigarette butts are disposed of annually, with 40 percent ending up on beaches, in forests, rivers and coastal areas.
Human Behaviour and Fire Prevention
The campaign addresses a critical factor in forest fire ignition: human behaviour. French government sources indicate that 90 percent of forest fires in the country are of human origin, underscoring the potential impact of preventive measures targeting cigarette disposal.
Wilmot's home region experienced the severity of this crisis firsthand. In July 2026, severe wildfires in Pyrénées-Orientales burned approximately 4,600 hectares and forced the evacuation of nearly 10,000 residents. The previous year, the Corbières Massif wildfire in neighbouring Aude consumed 17,000 hectares, marking the worst fire on the French Mediterranean coast in over 50 years according to government records dating to 1973.
The problem extends beyond France. In 2025, the European Union experienced its worst wildfire year on record, with more than one million hectares burned across member states.
Enforcement and Prevention Strategy
Wilmot advocates combining free ashtrays with stronger penalties, proposing a €500 fine and driving licence points deduction for motorists caught throwing cigarettes from vehicles. Current French law already permits fines ranging from €35 to €450 for littering, including cigarette butts, with repeat offenders facing penalties up to €750. In cases where discarded cigarettes cause fires resulting in loss of life, criminal penalties can reach ten years imprisonment and €150,000 in fines.
Since 2023, France has prohibited smoking in forests during periods of elevated wildfire risk, though enforcement of roadside disposal remains challenging.
Wilmot emphasizes that his proposal requires nationwide implementation rather than regional trials.
The whole point about cars and driving is that people move. The car could be someone from Brittany driving to Spain for their holidays.
He envisions the portable ashtrays serving multiple purposes beyond vehicle use, including during camping, hiking and visits to outdoor recreational areas.
Response and Objectives
Wilmot reports contacting hundreds of firefighters, environmental specialists, public officials, members of parliament and senators about the concept, receiving numerous positive responses, though formal endorsements have not been confirmed.
His stated goal is ambitious: reducing fire incidents by 30 percent over three years.
If we could see a reduction as a result of this, then countries like Greece, Spain and Portugal could also say, 'This is a good idea, let's do that,'he said.
Describing his motivation, Wilmot noted:
I've just had enough of it. This is so doable.He characterizes the initiative's cost as negligible compared to wildfire damage expenses.
Je Sauve La Forêt operates as an independent, non-commercial campaign funded personally by Wilmot. The campaign website provides additional information about the initiative.
