Affinity Water has received the backing of Waterwise in calling for change in legislation to label products with their water efficiency as part of Affinity’s WhyNotWater campaign.
The campaign, which aims to raise awareness of water efficiency and to reduce household usage, has also been endorsed by MP Angela Smith.
The group wants to see manufacturers using a mandatory labelling system to show customers how much water a product uses, much like the energy labelling system.
As well as demanding government and manufacturers introduce labelling, WhyNotWater is advocating for water to be as central to climate change discussions in the UK as energy, something it says is currently overlooked.
“All we are asking for is a common-sense approach to water. We must ensure that the public realises that the UK will run short of water in the coming decades unless every one of us does more to cut our domestic water usage,” said Jake Rigg, director of corporate affairs and communities for Affinity Water.
The campaign is also advocating for landlords to provide tenants with water saving measures in rented properties and reduce leakage with the introduction of mandatory certification of fixtures and fittings.
The fourth goal of WhyNotWater is to see water consumption reduced to 110 litres per person each day in water stressed areas.
Affinity’s recommendations are now being consulted on by Defra and were debated at the All-Party Parliamentary Water Group earlier this summer.
Tom Andrewartha, director of strategy and policy for Waterwise, said a labelling system would help consumers make informed choices for their homes and encourage manufacturers to consider water efficiency when developing products. He said: “It is probably one of the most cost-effective options that can be brought in to help us meet these longer-term personal consumption targets.”
More than 1,200 signatures have been added to an online petition launched by WhyNotWater as the campaign gather momentum.