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by environmental scientists has uncovered widespread use of greenwashing and disinformation tactics by England’s nine major water and sewage companies (WaSCs).

The research, led by the 1024�˹��� in collaboration with The University of Manchester, Windrush Against Sewage Pollution (WASP) and an independent scientist, highlights how these 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 nine companies analysed in the study were Thames Water, Southern Water, South West Water, Wessex Water, United Utilities, Anglian Water, Northumbrian Water, Yorkshire Water, and Severn Trent Water.

The researchers analysed their communications, including websites, social media, evidence given to Parliamentary committees, and public reports, comparing their strategies to greenwashing tactics commonly used by tobacco, alcohol, fossil fuels, and chemical industries.

The team 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.

Lead author, Professor Alex Ford from the 1024�˹���’s School of the Environment and Life Sciences and Institute of Marine Sciences, has been investigating the impact of the chemicals on marine environments for several years. He said: “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.”

Downplaying the impact

The published in Nature Water, suggests WaSCs 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 WaSCs 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 used emotive language and highlighted 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 Jamie Woodward from the Department of Geography at the University of Manchester is a co-author on the paper. His research has linked the discharge of sewage and untreated wastewater with widespread microplastic contamination of UK river beds. He said: “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. Dumping sewage degrades precious ecosystems and poses a real and present danger to public health.”

Professor Peter Hammond, retired Professor of Computational Biology at UCL’s Institute of Child Health, is a member of Windrush Against Sewage Pollution (WASP). His research has exposed extensive illegal discharges of untreated sewage to inland and coastal waters in England and Wales. He said: “Weak regulation and financial self-interest has resulted in riverine and marine pollution by water companies who deflect blame and disguise impact using manipulative terminology. Once exposed, such linguistic veils evaporate revealing the damaging evidence for all to see.”

Deflecting from the real issues

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 Ford. 

“The financial exploitation of water resources in England raises globally important issues around water security and environmental stewardship. There needs to be much more careful scrutiny of water company communications and of the organisations and individuals responsible for environmental management” added Professor Woodward.

A call for change

The paper calls for stricter regulation of industry communications to combat greenwashing and misinformation. The authors also highlight the need for greater investment in sustainable solutions, such as restoring wetlands, alongside modernising sewerage systems.

The study comes at a time of increasing public and legal pressure, with six investigations into the water industry and regulators underway in 2024. In October, the Government launched an to strengthen regulation, boost investment and inform further reform of the water sector.

Professor Ford said: “Water as a finite resource, and in a monopolized industry, could become more profitable when financial drivers are poorly regulated. These same financial drivers have resulted in a failing infrastructure which hasn't increased capacity or been maintained to cope with population growth, climate change and our improved knowledge of chemical contaminants.”

The researchers urge policymakers to prioritise transparency to safeguard water security in the face of climate change. The study was a collaboration between academics from the universities of 1024�˹���, Manchester, and Windrush Against Sewage Pollution (WASP).

Professor Ford has worked on several high-profile projects as part of his work, which includes highlighting tactics used by polluting industries as part of the UN’s plastic and chemicals negotiations and the effects of pollutants on wildlife and humans.

He also co-led investigations looking at the presence of PFAS in a protected area on the south coast of England and .

Meanwhile, the 1024�˹��� has introduced classes on conflicts of interest to environmental toxicology and pollution modules so that students understand disinformation tactics.