Karen McIntyre, Editor04.04.24
As part of California’s Proper Labeling of Wet Wipes law (AB818), the California Association of Sanitation Agencies (CASA), the Responsible Flushing Alliance (RFA) and the Association of the Nonwoven Fabrics Industry (INDA), have partnered to conduct a sewage collection study to help determine what is clogging sewer lines and equipment across the state. The agencies examined sewage waste from two locations within California and assessed their findings to determine exactly which types of materials are contributing to sewage clogs within the sites.
The results showed that flushable wipes, which have passed industry-approved testing and labeling guidelines, represented less than 1% of the items collected and, in many cases, the flushable wipes found in the sewer already showed evidence of breaking down. Meanwhile, paper products represented the lion’s share of the 1745 items collected in the study, 53%, and wipes, labeled with the “Do Not Flush” symbol, represented 34%. Feminine hygiene items represented 7%.
“I think as we have improved the flushability standards, we have legitimately enhanced the products to be much more dispersible and do what they are supposed to do,” says Matt O’Sickey, INDA’s director of Education & Technical Affairs. “Now, we have to continue and strengthen consumer education efforts. The labeling is there, but we have to make sure that people really do understand that one wipe does make a difference.”
In advance of the study, O’Sickey visited all of the major grocery, mass market and big box retailers in California and bought every type of wipe he could find. All but two of the samples, both bought at dollar stores and manufactured prior to the start of the wet wipes law, were properly labeled.
“People who are making current products are complying with the requirements so I was happy to see that,” he says.
The two studies were conducted in October 2023. The two locations for the study include the Inland Empire Utilities Agency (IEUA) in Southern California and Central Contra Costa Sanitary District (Central San) in the greater San Francisco Bay Area in Northern California.
“As a co-sponsor of the Proper Labeling of Wet Wipes law, we recognized the importance of educating Californians about not treating their toilets as a trash can,” says Adam Link, executive director of CASA. “We’ve all seen the huge rag balls pulled from clogged sewer lines, and through this study we are taking a forensic approach by untangling those products and determining what is actually being flushed. These efforts will help inform our educational outreach.”
Some of the more unusual items collected include an action figure, hair weave, pet mouse, banana peel, a knee sock, rubber bands, cloth towels and a plastic toy frog. Also observed before the collection period started were other toys, syringes, condoms and underwear.
“With approximately 90% of wipes sold in the U.S. being non-flushable, it makes looking for the ‘Do Not Flush’ symbol and following disposal instructions exceptionally important,” says Responsible Flushing Alliance president Lara Wyss. “Non-flushable wipes are engineered to be different from flushable wipes. Non-flushable wipes are made with long, often plastic fibers that are meant to be strong. Flushable wipes are made with 100% plant-based fibers and are designed to break down in water, similar to toilet paper.”
Kennedy-Jenks, an independent engineering firm, was hired to design the collection study and compile the findings in a report, which will be released during the first half of 2024. Study parameters include pulling raw sewage samples from the headworks during peak flow times.
“We also enlisted the expertise of technical leaders and material scientists from INDA member companies to lead the identifications of wipes and other items,” O’Sickey adds. “By using a magnifying glass, gently pulling at the fibers and examining them, as well as comparing them to our sample book, we are individually inspecting each item carefully.”
He adds that the few flushable wipes found had already begun the dispersing process, while most of the baby and other non-flushable wipes analyzed were still in tact. “The big issue is baby and cleaning wipes,” he adds. “Everything else is in the fringes. Even paper towels need to be in a big wad or tangled up with wipes or feminine hygiene products. One paper towel is not going to stop a pump.”
The RFA is continuing consumer education efforts to help keep the toilet from being a trash can. “There is a lot of consumer confusion around what should or should not be flushed and that’s where our consumer education campaign, #FlushSmart, comes into play,” Wyss says. “We surveyed Californians about what they are flushing. The results showed that 20% mistakenly think all soft paper products can be flushed and approximately 25% think baby wipes are flushable, which is never true. Even worse, 60% self-reported they flushed something they knew they shouldn’t.”
According to the Proper Wet Wipes Labeling law, manufacturers of non-flushable wipes, including products such as baby wipes, cleaning wipes, makeup removal wipes, and many others, that are primarily used in a bathroom setting must include the “Do Not Flush” symbol on the front of packaging. The #FlushSmart consumer education campaign promotes the “Do Not Flush” symbol and provides information on what should and should not be flushed.
Wyss has praised the legislation as the beginning of a new era of collaboration between the wastewater sector and wipes manufacturing that will protect both public infrastructures and the environment. In edition to testing and labeling guidelines, the legislation has an educational component to help consumers know the difference between what and what not to flush.
To help wipes manufacturers and achieve this, the RFA has established the #FlushSmart campaign to help improve consumer disposal behavior to help reduce damage to California’s sewage systems caused by products and materials not designed to be flushed.
“With AB 818, the wipes industry is taking responsibility for the labeling necessary for consumers to properly dispose of their products,” says Heidi Sanborn with the National Stewardship Action Council, a national nonprofit that promotes product stewardship and circular economy policy.
The campaign launched in 2022 with baseline survey findings that revealed 69% of consumers in California recalled seeing the “Do Not Flush” symbol, yet only a third felt knowledgeable about which products were non-flushable. Many cited a lack of education as the reason for the awareness gap.
The aim in 2023 was to fill that gap by cutting through the noise and engaging consumers with memorable and culturally relevant content, including creative short-form videos, witty social media banter, strategic influencer campaigns, and compelling infographics and activity books. By the end of the year, the #FlushSmart campaign reached millions of consumers in California and beyond. A follow-up survey found that 78% of California consumers now recognize the “Do Not Flush” symbol, an increase of nine points in just two years. Additionally, 94% of respondents said understanding smart flushing habits is somewhat to very important to themselves personally and to the communities in which they live.
To appeal to a wider consumer audience and tap into the entertainment culture, RFA developed a Hollywood-inspired movie trailer and released it on July 1, 2023—the second annual Flush Smart Day. Before the premiere, RFA amplified the trailer to build anticipation – and the Clog Monster roared into a two-minute film and classic movie posters as a big hit.
“Flushing is not always an issue that’s high on people’s radar,” says Wyss. “But the seemingly small acts of flushing ‘Do Not Flush’ labeled wipes, paper towels, feminine hygiene products or other non-flushable items can contribute to problems for our country’s wastewater systems. With the Clog Monster and its humorous content, we have created a visually interesting character who makes the consequences of improper flushing—and how to prevent them in the first place—hard to ignore.”
Building on the momentum, RFA will host its third annual meeting on March 27 from 11 a.m.–noon. PST to preview what’s to come in the year ahead, including a new awareness campaign to spark attention and connect with consumers on responsible flushing behaviors. All wastewater and sanitation agencies, wipes manufacturers, and media are invited to attend the free virtual meeting by registering at the RFA 2024 Annual Meeting at www.flushsmart.org.
Read the full 2023 annual report at https://www.flushsmart.org/annual-report/.
The results showed that flushable wipes, which have passed industry-approved testing and labeling guidelines, represented less than 1% of the items collected and, in many cases, the flushable wipes found in the sewer already showed evidence of breaking down. Meanwhile, paper products represented the lion’s share of the 1745 items collected in the study, 53%, and wipes, labeled with the “Do Not Flush” symbol, represented 34%. Feminine hygiene items represented 7%.
“I think as we have improved the flushability standards, we have legitimately enhanced the products to be much more dispersible and do what they are supposed to do,” says Matt O’Sickey, INDA’s director of Education & Technical Affairs. “Now, we have to continue and strengthen consumer education efforts. The labeling is there, but we have to make sure that people really do understand that one wipe does make a difference.”
In advance of the study, O’Sickey visited all of the major grocery, mass market and big box retailers in California and bought every type of wipe he could find. All but two of the samples, both bought at dollar stores and manufactured prior to the start of the wet wipes law, were properly labeled.
“People who are making current products are complying with the requirements so I was happy to see that,” he says.
The two studies were conducted in October 2023. The two locations for the study include the Inland Empire Utilities Agency (IEUA) in Southern California and Central Contra Costa Sanitary District (Central San) in the greater San Francisco Bay Area in Northern California.
“As a co-sponsor of the Proper Labeling of Wet Wipes law, we recognized the importance of educating Californians about not treating their toilets as a trash can,” says Adam Link, executive director of CASA. “We’ve all seen the huge rag balls pulled from clogged sewer lines, and through this study we are taking a forensic approach by untangling those products and determining what is actually being flushed. These efforts will help inform our educational outreach.”
Some of the more unusual items collected include an action figure, hair weave, pet mouse, banana peel, a knee sock, rubber bands, cloth towels and a plastic toy frog. Also observed before the collection period started were other toys, syringes, condoms and underwear.
“With approximately 90% of wipes sold in the U.S. being non-flushable, it makes looking for the ‘Do Not Flush’ symbol and following disposal instructions exceptionally important,” says Responsible Flushing Alliance president Lara Wyss. “Non-flushable wipes are engineered to be different from flushable wipes. Non-flushable wipes are made with long, often plastic fibers that are meant to be strong. Flushable wipes are made with 100% plant-based fibers and are designed to break down in water, similar to toilet paper.”
Kennedy-Jenks, an independent engineering firm, was hired to design the collection study and compile the findings in a report, which will be released during the first half of 2024. Study parameters include pulling raw sewage samples from the headworks during peak flow times.
“We also enlisted the expertise of technical leaders and material scientists from INDA member companies to lead the identifications of wipes and other items,” O’Sickey adds. “By using a magnifying glass, gently pulling at the fibers and examining them, as well as comparing them to our sample book, we are individually inspecting each item carefully.”
He adds that the few flushable wipes found had already begun the dispersing process, while most of the baby and other non-flushable wipes analyzed were still in tact. “The big issue is baby and cleaning wipes,” he adds. “Everything else is in the fringes. Even paper towels need to be in a big wad or tangled up with wipes or feminine hygiene products. One paper towel is not going to stop a pump.”
The RFA is continuing consumer education efforts to help keep the toilet from being a trash can. “There is a lot of consumer confusion around what should or should not be flushed and that’s where our consumer education campaign, #FlushSmart, comes into play,” Wyss says. “We surveyed Californians about what they are flushing. The results showed that 20% mistakenly think all soft paper products can be flushed and approximately 25% think baby wipes are flushable, which is never true. Even worse, 60% self-reported they flushed something they knew they shouldn’t.”
According to the Proper Wet Wipes Labeling law, manufacturers of non-flushable wipes, including products such as baby wipes, cleaning wipes, makeup removal wipes, and many others, that are primarily used in a bathroom setting must include the “Do Not Flush” symbol on the front of packaging. The #FlushSmart consumer education campaign promotes the “Do Not Flush” symbol and provides information on what should and should not be flushed.
Flushing Standards Become Law
In 2021, California Governor Gavin Newsom signed AB 818 by Assembly Member Richard Bloom into law, requiring all packaging for diaper wipes, cleaning wipes and cosmetic wipes to display clear “Do Not Flush” warnings. The bill was the result of a three-year effort between representatives from wastewater and product stewardship groups and wipes manufacturers to address an urgent pollution problem that has plagued public wastewater infrastructure. The legislation establishes disposal labeling requirements for wet wipes packaging and requires manufacturers of wipes to educate the public on the impacts of flushing wipes improperly.Wyss has praised the legislation as the beginning of a new era of collaboration between the wastewater sector and wipes manufacturing that will protect both public infrastructures and the environment. In edition to testing and labeling guidelines, the legislation has an educational component to help consumers know the difference between what and what not to flush.
To help wipes manufacturers and achieve this, the RFA has established the #FlushSmart campaign to help improve consumer disposal behavior to help reduce damage to California’s sewage systems caused by products and materials not designed to be flushed.
“With AB 818, the wipes industry is taking responsibility for the labeling necessary for consumers to properly dispose of their products,” says Heidi Sanborn with the National Stewardship Action Council, a national nonprofit that promotes product stewardship and circular economy policy.
RFA Releases Sustainability Report
The Responsible Flushing Alliance (RFA) has released its 2023 Annual Report, recapping the successes of the #FlushSmart educational campaign and ongoing efforts to raise awareness of the “Do Not Flush” symbol and the too-often-overlooked consequences of improperly flushing household items.The campaign launched in 2022 with baseline survey findings that revealed 69% of consumers in California recalled seeing the “Do Not Flush” symbol, yet only a third felt knowledgeable about which products were non-flushable. Many cited a lack of education as the reason for the awareness gap.
The aim in 2023 was to fill that gap by cutting through the noise and engaging consumers with memorable and culturally relevant content, including creative short-form videos, witty social media banter, strategic influencer campaigns, and compelling infographics and activity books. By the end of the year, the #FlushSmart campaign reached millions of consumers in California and beyond. A follow-up survey found that 78% of California consumers now recognize the “Do Not Flush” symbol, an increase of nine points in just two years. Additionally, 94% of respondents said understanding smart flushing habits is somewhat to very important to themselves personally and to the communities in which they live.
To appeal to a wider consumer audience and tap into the entertainment culture, RFA developed a Hollywood-inspired movie trailer and released it on July 1, 2023—the second annual Flush Smart Day. Before the premiere, RFA amplified the trailer to build anticipation – and the Clog Monster roared into a two-minute film and classic movie posters as a big hit.
“Flushing is not always an issue that’s high on people’s radar,” says Wyss. “But the seemingly small acts of flushing ‘Do Not Flush’ labeled wipes, paper towels, feminine hygiene products or other non-flushable items can contribute to problems for our country’s wastewater systems. With the Clog Monster and its humorous content, we have created a visually interesting character who makes the consequences of improper flushing—and how to prevent them in the first place—hard to ignore.”
Building on the momentum, RFA will host its third annual meeting on March 27 from 11 a.m.–noon. PST to preview what’s to come in the year ahead, including a new awareness campaign to spark attention and connect with consumers on responsible flushing behaviors. All wastewater and sanitation agencies, wipes manufacturers, and media are invited to attend the free virtual meeting by registering at the RFA 2024 Annual Meeting at www.flushsmart.org.
Read the full 2023 annual report at https://www.flushsmart.org/annual-report/.
