Last summer, California enacted its law requiring non-flushable wipes to prominently display “Do Not Flush” on product packaging. This includes baby wipes, household cleaning and disinfecting wipes, makeup removal wipes, and others commonly used in the bathroom. The law came about because of improper disposal of non-flushable wipes, which is unfortunately contributing to a higher number of clogs and fatbergs.

These clogs are increasingly costly for consumers, municipalities, and utilities throughout the state. In fact, the National Association of Clean Water Agencies (NACWA) says it cost California $47 million in unexpected operating costs in the collection systems for the state’s clean water utilities.

Part of the challenge is the significant gap in consumer knowledge about how to properly dispose of non-flushable wipes. A recent study conducted by the Responsible Flushing Alliance (RFA) measured California consumers’ awareness of the “Do Not Flush” symbol and flushing habits. Some of the findings were surprising. Even though nearly 90% indicated they are somewhat or very knowledgeable of what can and cannot be flushed, millions are still flushing wet wipes that were not designed to be flushed. Over the last 12 months, 17% of those surveyed self-reported having flushed baby wipes, 13% flushed disinfecting/cleaning wipes, and 7% flushed makeup removal wipes.

It’s not all bad news for California’s commodes, however. The survey revealed that 93% of consumers see how flushing habits impact their homes and communities as somewhat to very important. Still, fundamental knowledge about how and what to flush is lacking.

The second part of the law requires wipes companies to participate in a comprehensive statewide consumer education campaign. And the industry is rallying behind the effort and has already launched a robust campaign, #FlushSmart, to bring greater awareness to the “Do Not Flush” symbol and proper flushing habits.

In the first year we have seen an uptick in awareness and adoption of our #FlushSmart messaging, through our outreach, social media, and advertising plans. However, to truly move the needle, wipes and personal products manufacturers must support these efforts. Of course, companies can conduct their own consumer education campaigns or join RFA’s #FlushSmart campaign. There are six specific consumer education requirements in the law, which include:
1.     Comprehensive statewide consumer education and outreach campaign with materials in both English and Spanish
2.     Multimedia campaign to promote awareness of the “Do Not Flush” symbol
3.     Participate in a sewage collection study
4.     Conduct a consumer opinion survey every year for 5 years assessing behaviors and awareness regarding disposal of non-flushable wipes
5.     Provide wastewater agencies with consumer education messaging
6.     Report to the California Senate and Assembly environmental committees on and annual basis and submit an annual report for posting on the state water board website

According to the California Association of Sanitation Agencies (CASA) and the National Stewardship Action Council (NSAC), two co-sponsors of the bill, #FlushSmart is the only campaign in compliance with the law. Meaning, RFA and its 25 member companies are the only groups meeting the legal consumer education requirements in California.

The Responsible Flushing Alliance calls on wipes manufactures to be industry leaders by strengthening our consumer education programs and joining efforts underway – by both the state and industry – to stand united in our fight to keep waterways and infrastructure healthy and safe.

For more information on RFA’s #FlushSmart campaign, go to RFA's 2022 Annual Report,  RFA’s 2023 Annual Meeting webinar broadcast, and a California proper labeling for wet wipes law fact sheet.