Ad banned over claim Andrex wipes met UK standards for flushing

Watchdog rules against maker for misleading slogan

An advert for Andrex toilet wipes carrying a slogan claiming they are “flushable” has been banned for misleading consumers.

A website for the Andrex Washlets wipes, seen in April, featured a logo headed “flushable” with text underneath stating: “Look for this label!”

It said: “This means our flushable washlets are specially designed to break down in moving water, so they won’t block your toilet if your sewage system is well maintained and you follow the directions on the packaging”.

But the Advertising Standards Authority (ASA) banned the ad after Andrex owner Kimberly-Clark admitted the product did not meet Water UK’s “Fine to Flush” standards and used international industry flushability guidelines instead.

The ASA stressed it had made no judgment on the flushability of the wipes but banned the ad for failing to make clear they did not meet UK standards.

The ruling followed a complaint from a member of the public that the “flushable” claim was misleading.

The firm said it recognised the product did not meet Water UK’s Fine to Flush specification developed by the Water Research Centre but disagreed that this was the most useful measure of whether a wipe was flushable.

The ASA said consumers would believe from the ad there was a single standard for whether a product could be flushed, when this was not the case.

The ASA said: “We considered that in order to make an informed decision, it was material for consumers to know another accreditation existed in relation to a product’s ‘flushability’, which Andrex Washlets had not been given.”

Water UK director of corporate affairs Rae Stewart said: “This landmark judgment means any company making or selling products advertised as ‘flushable’ should take action now.

“Our message is clear: if a wipe doesn’t have the official ‘Fine to Flush’ sign it isn’t flushable, and it should go in the bin not the toilet.

“It’s encouraging that KimberlyClark have amended their advert and we look forward to working with them as they seek to meet the ‘Fine to Flush’ standard.”

Steve Grebby, of the Consumer Council for Water, said: “Sewer flooding causes misery for thousands of households so we hope this marks a watershed moment in the wider battle to prevent consumers being misled over what items are safe to flush.”

“We hope this marks a watershed moment in the wider battle to prevent consumers being misled over what items are safe to flush. STEVE GREBBY, CONSUMER COUNCIL FOR WATER