The Tyre Industry Council Responsible Recycler Scheme has received praise for its success, more than a decade after it was established.
Although it has attracted some bad press, the rubber and plastics recycling that takes place under the scheme is "very good in terms of self-policing", according to HiQ.
The retailer's commercial manager Farrell Dolan explained that many retailers are taking their rubber recycling responsibilities very seriously.
Mr Dolan noted: "The success of the scheme is in the hands of retailers, and they are delivering.
"The only comment I would make is that customers should hear more about the industry's success at disposing of tyres."
Rubber recycling, particularly of tyres, is getting more popular among UK companies in the automotive sector.
The Tyre Recovery Association (TRA) recently indicated that its membership has risen to an all-time high.
A total of 34 organisations have signed up to the association, as of January 2011, which the TRA hopes this will improve take-up and awareness of the Responsible Recycler Scheme.
Typical Guttridge equipment used in the rubber recycling industry includes; Elevators – bucket elevators – valves
