Learning from the U.S. Approach to Responsible Flushing

At The David E James Consultancy Ltd, we strongly support the responsible labelling and disposal of non-flushable wet wipes. We recognise that clear communication to consumers and effective stakeholder collaboration are essential to protecting wastewater infrastructure and the environment.

In this regard, the Responsible Flushing Alliance (RFA) in the United States (see: Home - Responsible Flushing Alliance wants you to #FlushSmart) offers a valuable model that the UK and European stakeholders could learn from. The RFA is a nonprofit coalition of wipes manufacturers, wastewater utilities, and public health groups working together to promote correct disposal behaviour through its award-winning FlushSmart campaign. Their initiatives—such as public education, industry labelling compliance (e.g. California’s AB 818), consumer research, and close engagement with sanitation agencies—have contributed to measurable improvements in consumer awareness and behaviour.

The David E James Consultancy Ltd fully supports the aims of the Responsible Flushing Alliance, and we believe that a similarly collaborative, research-led, and consumer-facing approach would benefit the UK and European markets.

We advocate for:

• Clear and prominent "Do Not Flush" labelling on all non-flushable wipes;
• Public education initiatives modelled on the #FlushSmart campaign;
• Multi-stakeholder engagement between industry, government, and wastewater authorities;
• Evidence-based messaging informed by consumer research and sewage collection studies.

We are ready to help your organisation engage with stakeholders, adopt best practices, and support sustainable product labelling and consumer behaviour change across the nonwovens sector.