Tom Reynolds, Chief Executive of the Bathroom Manufacturers Association, urges collaboration to deliver a water labelling scheme that works for all.
Defra's consultation on UK-wide mandatory water efficiency labelling is currently receiving the BMA's razor-sharp focus.
Launched at the start of September, the consultation period closes on 25 November, and Defra is seeking the views from the industry that will shape the processes, guidance and secondary legislation that will form the labelling scheme.
The proposals in the consultation document support the government's aim to reduce water demand by informing and encouraging consumers to purchase more water efficient products for domestic and business use. The target set by the government is to reduce average personal water use from 145 litres a day to 110 litres by 2050.
With a similar design to the current energy efficiency label, Defra suggests that a water efficiency label should be standalone, simple and indicate the water flow rate or consumption per cycle.
Under the proposals, suppliers will need to assess the water efficiency rating of their products and include the label with the product and in marketing literature. Crucially, retailers and merchants will be obliged to make the label visible to the customer, including on showroom room sets, in-store or via the internet and catalogues.
This obligation on retailers will be hugely important as they could face action from a national enforcement authority if they fail to comply. We don't yet know what that action will be, but it could be severe if it's like the criteria surrounding energy label enforcement. For this reason, I urge those who want their say on these proposals to do so quickly.
The BMA supports the principle that providing customers with the best information to make informed, water efficient decisions is correct. Many manufacturers have already adopted the Unified Water Label, run by the independent Unified Water Label Association, urging retailers and merchants to give it greater visibility. This shows the commitment that already exists in our industry to increase awareness of water reduction products.
However, relying on a water label to meet water reduction targets is not the only game in town. There has to be a twinned approach combining water reduction and increased supply. Water companies must invest in new infrastructure. Leaky pipes must be addressed, and the building of new reservoirs given greater priority.
I believe that awareness and education are also part of the mix. As consumers of water, we all have to understand that there isn't an endless supply, and the attention given to energy should also apply to water.
As we digest what the proposals mean for our industry and form our response, we will discuss some ambiguous elements within the consultation and collaborate with all stakeholders to establish the best outcomes.
Whatever the result of this consultation and Defra's position moving forward, it will require the entire supply chain to pull together.
