Water UK welcomes the opportunity to respond to the CMA’s consultation as we believe environmental harm is caused by misleading environmental claims, which is particularly acute in relation to products such as wet wipes that are erroneously marketed as ‘flushable’ yet do not disintegrate in the sewer system when flushed.

We continue to encourage the adoption of the UK water industry’s Fine to Flush standard by retailers and manufacturers. Furthermore, adequate mechanisms of enforcement should be in place to ensure that consumers are not misled by other standards.