A recent study published in Nature Water has thrown a harsh spotlight on England’s major water and sewage companies, revealing a troubling pattern of misleading practices reminiscent of the tactics employed by the tobacco and fossil fuel industries. Conducted by environmental experts from The University of Manchester, the University of Portsmouth, Windrush Against Sewage Pollution (WASP), and an independent scientist, the research uncovers the rampant use of greenwashing and disinformation by the nine leading water companies in England.
The findings are alarming. Between 2019 and 2023, these companies discharged a staggering 12.7 million hours of untreated wastewater into English waterways, all while presenting a façade of environmental responsibility. The researchers meticulously analyzed a range of communications—from company websites and social media to parliamentary evidence and public reports. They compared these strategies against a framework of 28 known greenwashing tactics employed by industries notorious for their environmental misdeeds. Out of these, they identified 22 tactics in play within the water sector, including downplaying environmental damage, misrepresenting facts, and shifting blame onto consumers.
This study comes at a time when public scrutiny is at an all-time high, with six investigations into the water companies and their regulators set to unfold in 2024. The researchers noted that the companies have softened the language surrounding raw sewage discharges, referring to sewage treatment facilities as “water recycling centres” and describing overflows as containing “heavily diluted rainwater,” even when untreated sewage was present. Such euphemistic language not only misleads the public but also poses a direct threat to public health.
Despite the staggering number of storm sewage overflow discharges—over 370,000 in 2020—only a meager 11 percent were investigated by the Environment Agency for their impact. This lack of scrutiny raises serious questions about the accuracy of claims that the effects of sewage spills are “minimal” or “temporary.” The reality is that ongoing ecological harm remains largely unmonitored and unaddressed.
The study also revealed a disturbing trend where companies shifted blame onto consumers, particularly targeting wet wipes as the primary culprits for sewage overflows. This tactic conveniently downplays the pressing need for infrastructure improvements, while companies inflate the costs of necessary upgrades, with figures soaring as high as £660 billion. Such strategies serve to manage public expectations regarding investment and reform, all while profits continue to flow to shareholders.
As Professor Jamie Woodward pointedly states, “Public trust in these companies is at an all-time low—the public deserve much clearer communication from the water companies and full transparency on the scale and impact of sewage pollution.” This sentiment is echoed by Professor Alex Ford, who argues that the industry has adopted a playbook of denial, deflection, and distraction to protect profits at the expense of both the environment and public health.
The study calls for stricter regulations on industry communications to combat greenwashing and misinformation. It urges policymakers to prioritize transparency and investment in sustainable solutions, such as restoring wetlands and modernizing aging sewerage systems. The financial exploitation of water resources in England raises critical questions about water security and environmental stewardship, demanding urgent attention from regulators and the public alike.
As the water sector grapples with these revelations, the path forward must involve not just accountability but a genuine commitment to safeguarding both our ecosystems and public health. The time for change is now, and the public deserves nothing less than the truth.
