Andrex has become the first large brand to receive the Fine to Flush certification from Water UK for its Washlets range.
The company, which came under fire last year for its flushability claims, received the accreditation that its wipes will break down safely in the sewer systems.
Andrex’s wipes met the national standard after they were tested and found to be biodegradable, dispersed sufficiently fast, made from natural fibres and without plastics.
Up to 75 per cent of sewer blockages contain “significant wipe content”, according to research by the Water Research Centre (WRC), as more people than ever are flushing wipes.
Last year six million households bought wet wipes and Andrex wipes accounted for three million of those, meaning the impact of the wipes now being biodegradable will be significant.
The certification process is carried out by the WRC to test whether wet wipes can be flushed down toilets and pass safely through sewer systems without causing blockages, flooding problems or sewage pollution in the watercourse.
The Fine to Flush standard is the only recognised label for flushability in the UK and is widely supported by water companies that are forced to spend millions of pounds each year dislodging blockages in their sewer networks.
Last year Kimberley-Clark, the parent company of Andrex , received a complaint against it over misleading labels and information on the Andrex Washlet website.
The Advertising Standards Authority (ASA) upheld the complaint that the company omitted information, but the ruling made no judgement on the flushablity of Andrex wipes.
Kimberley-Clark noted its products complied with other guidelines but had not been tested for the recently introduced Fine to Flush accreditation, which first appeared in early 2019.
Christine McGoutry, chief executive of Water UK, supported Andrex’s efforts to make its product safe for sewers and encouraged other companies to follow suit.
“In the water industry, we’re passionate about protecting the environment, and our ‘Fine to Flush’ standard is part of that, making it easier for consumers to buy something that’s environmentally-friendly.
“We want other companies to follow the example of Andrex and make sure their products pass the ‘Fine to Flush’ test too. Everyone wants a future without fatbergs, and this will help make that a reality.”