A study shows that water companies in England are using greenwashing tactics similar to the fossil fuel and tobacco industries to downplay their environmental impact. Researchers found 22 tactics in the communications of nine major water companies, such as rebranding sewage treatment plants as "water recycling centers" and calling untreated sewage overflows "heavily diluted rainwater," despite health risks. They also blamed customers for sewage overflows, citing wet wipes, while ignoring issues with aging infrastructure.

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Published in Nature Water, the study calls for stricter regulations and more investment in sustainable solutions like restoring wetlands and modernizing sewer systems. Researchers said public trust is low due to misrepresentation, urging transparency on sewage pollution's impact. Water UK, the trade association, emphasized transparency efforts but acknowledged the need for more investment to reduce spills and improve practices.