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A report has been presented to the Advertising Standards Authority (ASA) that calls for a ban on the word 'flushable' on wet wipes, which do not break down like conventional toilet paper after going down the U-bend.

UK water companies are leading a global battle against misleading claims that wipes are flushable. These so called ‘flushable’ wet wipes cause misery to millions of people around the world by blocking sewers and contributing to nasty floods in their homes and wider environment.

Satisfaction among water customers has increased, with 94% now saying they are satisfied with their water and sewerage services and three-quarters saying the services are value for money, according to CCWater’s annual survey, published last month.

UK water companies provide essential infrastructure and services that support all industries and sectors and drive economic growth.

Today’s announcement is not just about individual company plans, it is also about the sheer scale of collective ambition to do more for customers, the environment and the country as a whole.