The Bathroom Manufacturers Association (BMA) is proud to announce the launch of a world first - a Bathroom Industry-led Water Efficiency Labelling Scheme.

The BMA has been working on its labelling scheme for commercial and domestic bathroom products since the release of the DCLG and Defra Water Efficiency in New Buildings consultation document on 13 December 2006, which contains proposals for new homes, extensive renovations and new commercial buildings in England and Wales.

The consultation document proposes three options including a performance standard for new dwellings set between 120 and 135 litres of water per person per day, down from the current consumption of 150 and 160 litres per person per day; a component based approach with maximum standards for key fittings; or, a do nothing approach.

The BMA scheme will achieve several aims including helping Government meet its water consumption reduction targets, raising awareness of water efficient bathroom products and promoting the importance of water efficiency.

Speaking about the labelling scheme, BMA Water Efficiency Working Group Chairman Roger Cooper said: "As I said back in January, we all have a part to play in facilitating better water efficiency. I indicated then that the BMA would respond in a big way, and here we are.

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"Our scheme is the world's first Bathroom Industry-led water efficiency labelling scheme. We are delighted to have seized the initiative, taken control of the situation and come up with a scheme that benefits everyone, from Government through to end users. We're offering a win-win solution."

Pledging Government support for the BMA labelling scheme, Environment Minister Ian Pearson says: "Labelling on energy efficient products already informs customer choices on products such as fridges and freezers.

"The BMA's announcement is a very welcome development, which will help extend that choice to the water sector, not only for householders but for developers and installers.

"This is a logical and timely step which underlines the increasing importance of treating water as a resource to be valued rather than taken for granted."

The scheme is voluntary and available to all manufacturers and importers selling water efficient WCs, flushing cisterns, taps and combination tap assemblies, shower controls and baths in the UK, provided their products meet with the stringent criteria as defined in the scheme proposal.

Companies wishing to participate in the labelling scheme must submit a Declaration of Conformity testifying that the product complies with the relevant flow and or volume requirements. In addition, the BMA may request copies of reports and randomly test qualifying products.

The BMA is currently developing a new website www.water-efficiencylabel.org.uk, which will host supporting information, criteria for qualification, application forms, fee structure and a database of listed products.

Cooper added: "We've done the hard work of putting the scheme together and we call upon Government, water utilities and other related trade and consumer bodies to implement greater awareness campaigns via educational and media routes, as we will not make significant water savings unless the consumer is properly educated. We can make water efficient taps but if they will not save water if used incorrectly.

"We would also like to see incentive schemes for water efficient products, such as no VAT imposed on them, and grant aided schemes. If Government expects us to manufacture more water efficient products, it should incentivise demand.

"Our scheme will make water efficient products easily identifiable and help stakeholders make a more educated choice, but we still need to work together to make a real difference."

Watch for products bearing the label from June onwards.

(CL)