A new study published in Nature Water has revealed that England's major water and sewage companies are misleading the public and Government by using strategies which mirror those of the tobacco and fossil fuel industries.
The research - by environmental experts from The University of Manchester and the University of Portsmouth, Windrush Against Sewage Pollution (WASP) and an independent scientist - uncovered widespread use of greenwashing and disinformation tactics by England's nine major water and sewage companies.
It has highlighted how the companies have misrepresented their environmental performance while facing scrutiny for discharging 12.7 million hours of untreated wastewater into English waterways between 2019 and 2023.
The researchers - including Professor Jamie Woodward from the Department of Geography at The University of Manchester - analysed their communications, including websites, social media, evidence given to Parliamentary committees and public reports, comparing their strategies to a framework of 28 greenwashing tactics commonly used by tobacco, alcohol, fossil fuel and chemical companies.
They found evidence of use of 22 of these tactics in the water sector, including strategies to downplay environmental harm, misrepresent information, undermine scientific research, shift blame and delay action.
The study - which comes at a time of increasing public and legal pressure, with six investigations into the water companies and their regulators taking place in 2024 - suggests that the companies softened the language around raw sewage discharges by rebranding sewage treatment facilities as "water recycling centres" or describing overflows as containing "heavily diluted rainwater", even when untreated sewage was present and posed a threat to public health.
Many of the companies claimed the effects of sewage spills were "minimal" or "temporary", despite limited evidence and ongoing ecological harm. Of the 370,000+ storm sewage overflow discharges (CSOs) in 2020, only 11 per cent were investigated by the Environment Agency for impact, meaning no one can truly know that the impact is minimal.
Some companies even use emotive language and highlight that schools and hospitals could be flooded without the discharge from CSOs, presenting the public with a binary choice of spilling sewage into public places, or into the river.
Public campaigns also blamed customers for sewage overflows, often claiming wet wipes were the primary cause, while downplaying problems with infrastructure. Companies then exaggerated the cost of solving these issues, quoting figures as high as £660 billion, to manage expectations around investment and reform.
Professor Woodward's research has linked the discharge of sewage and untreated wastewater with widespread microplastic contamination of UK riverbeds.
The study argues that these tactics distract from the urgent need to upgrade ageing infrastructure, much of which was built in the 20th century. The companies - 70 per cent of which are owned by foreign investors - have reportedly distributed £76 billion to shareholders since privatisation in 1989, while building up over £56 billion in debt and neglecting vital upgrades.
"These companies have adopted a playbook of denial, deflection, and distraction, similar to other major polluting industries, to protect profits at the expense of the environment and public health" added Professor Alex Ford from the University of Portsmouth.
The paper calls for stricter regulation of industry communications to combat greenwashing and misinformation, and urges policymakers to prioritise transparency to safeguard water security in the face of climate change. The authors also highlight the need for greater investment in sustainable solutions, such as restoring wetlands, alongside modernising sewerage systems.
"The financial exploitation of water resources in England raises globally important issues around water security and environmental stewardship," added Professor Woodward. "There needs to be much more careful scrutiny of water company communications and of the organisations and individuals responsible for environmental management."
