Briton launches campaign for free car ashtrays to help prevent forest fires in France

A British man from Pyrénées-Orientales has launched a campaign asking for millions of free portable car ashtrays to be distributed across France, arguing that this simple measure could help reduce the risk of forest fires.

Guy Wilmot, who moved from London to Céret five years ago, came up with the idea after a family trip to Arles in August 2025.

On the way there, Mr Wilmot, his wife and their daughter were caught in a long traffic jam on the A9 after a roadside fire. On their return journey, another fire on a different section of the motorway caused another delay.

While sitting in the traffic, he noticed motorists smoking and throwing cigarette ends from their car windows.

“I just could see everyone smoking, lighting up and throwing cigarettes out of the window,” he said to The Connexion.

The experience led him to launch Je Sauve La Forêt, calling for around eight million portable car ashtrays to be distributed to smokers across France before summer 2027.

‘This is so doable’

Mr Wilmot's proposal is for small, portable ashtrays designed to fit into a car's cup holder. They would be distributed free through motorway service stations, mairies and other public locations, accompanied by a national awareness campaign.

He believes the programme could be funded jointly by the French government, insurers, motorway operators such as VINCI Autoroutes and potentially tobacco companies.

His estimate for producing and distributing the ashtrays and running the campaign is around €30-40 million.

“This is so doable,” he said. “It is nothing compared to (the cost of dealing with) a forest fire.”

He also proposes a €500 fine and points off their driving licence for those caught throwing cigarette ends from vehicles, arguing that free ashtrays should be combined with a stronger punishment.

“I think you sometimes need a carrot and stick,” he said.

“I'm not anti-smoking. I'm even a weekend smoker myself,” Mr Wilmot said. “People want to do the right thing, but you sometimes need to help them make the better choice.”

According to the Fondation VINCI Autoroutes, 18% of smokers admit having thrown a cigarette butt from a car window, while an average of 100 cigarette butts are thrown every day per kilometre of motorway, in each direction.

Additionally, he does not think a small regional trial would be particularly useful because motorists travel across France.

“The whole point about cars and driving is that people move,” he said. “The car could be someone from Brittany driving to Spain for their holidays.”

This is why he is proposing a nationwide rollout before next summer.

Mr Wilmot said he has contacted hundreds of firefighters, environmental specialists, public officials, MPs and senators about the idea, and that many have responded positively, although that does not necessarily mean they formally support the campaign.

“My dream would be to cut fires by 30% over three years,” he said. “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.’”

The portable ashtrays could also be used away from cars, including while camping, hiking or visiting outdoor areas.

“‘Let's not let the fire start in the first place,” he said.

“I've just had enough of it,” Mr Wilmot added. “This is so doable.”

The campaign website is Je Sauve La Forêt. Mr Wilmot said that Je Sauve La Forêt is an independent, non-commercial initiative and that he is funding the campaign.