A new study published in Nature Water has accused water companies in England of employing greenwashing tactics to downplay their environmental impact.
Researchers found that these companies have been using strategies to mislead the public about sewage pollution, protect profits, and delay essential reforms, all while causing significant environmental harm.
The study, led by Prof. Alex Ford from the University of Portsmouth, examined communications from nine major water companies.
The findings revealed the use of 22 greenwashing tactics commonly found in large, polluting industries such as fossil fuels and tobacco.
“Water and sewage companies have prolonged environmental injustice by using a playbook of tactics other large polluters have relied upon in the past to mislead the public and influence government agencies or laws,” said Prof. Ford.
Tactics Used to Mislead the Public
Sewage treatment plants in England have recently undergone a rebranding initiative, with many now marketed as “water recycling centres.” At the same time, untreated sewage discharges are being referred to as “heavily diluted rainwater,” despite the serious risks they pose to public health and ecosystems.
England’s water companies released untreated sewage into waterways for a total of 12.7 million hours between 2019 and 2023. Public campaigns aimed to present these discharges as unavoidable, suggesting they were necessary to prevent flooding in schools and hospitals.
Meanwhile, the companies blamed wet wipes for the overflows, diverting attention from the issue of outdated infrastructure. Additionally, they exaggerated the cost of addressing the problem, with estimates reaching up to £660 billion, possibly to reduce public demand for action.
Risks to Public Health and the Environment
Experts have raised concerns about the environmental and health risks associated with untreated sewage discharges.
Prof. Jamie Woodward from the University of Manchester highlighted that these discharges contribute to microplastic contamination in UK riverbeds, stating,
“Dumping sewage degrades precious ecosystems and poses a real and present danger to public health.” Public trust in water companies has significantly declined in light of this crisis.
Prof. Woodward called for increased accountability, saying,
“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.”
Comparison with Other Polluting Industries
Ford pointed out that the tactics used by water companies are strikingly similar to those of other industries, such as fossil fuels and tobacco, which have long been criticised for their environmental impacts.
The research identifies a recurring pattern of denial, deflection, and distraction, prioritising profit over urgent reforms.
“Water, as a finite resource, in a monopolised industry, could become more profitable when financial drivers are poorly regulated,” Ford observed, highlighting how these motivations have led to outdated infrastructure that is ill-equipped to handle the pressures of population growth and climate change.
Water Companies’ Response
Water UK has responded to the study by defending the industry’s transparency.
“Contrary to the claims of this paper, the English water sector is one of the most transparent in the world,” said a spokesperson, pointing to initiatives such as real-time storm overflow data and regular performance reports.
However, the industry acknowledged that more work is needed, stating, “We recognise more needs to be done to end sewage spills and have previously apologised for not doing enough.”
Companies are set to invest over £11 billion to reduce storm overflow spills by nearly half by 2030. Nonetheless, environmental groups argue that more extensive reforms are required.
“Dumping sewage degrades precious ecosystems and poses a real and present danger to public health,” Prof. Woodward said.