Smart Flushing Campaign Curbs Costly Clogs in US Sewers

SEATTLE, WA – March 23, 2026 – Beneath the bustling streets of American cities, a costly and corrosive battle is being waged against an enemy of our own making: massive blockages of congealed grease and non-flushable wipes, known as "fatbergs," that are choking municipal sewer systems. A new report, however, suggests a turning point in this fight. The Responsible Flushing Alliance (RFA), a non-profit coalition of manufacturers and wastewater experts, has announced measurable success in changing consumer behavior through targeted education, potentially saving public utilities hundreds of millions of dollars annually.

The organization's 2025 annual report, set to be detailed in a virtual meeting on April 15, reveals a significant nationwide shift. Between March 2024 and October 2025, the number of Americans who admitted to flushing items not meant for the toilet dropped from 53% to 50%. More impressively, consumer familiarity with the ubiquitous "Do Not Flush" symbol has climbed to 81%, indicating that a sustained public awareness effort is breaking through the noise.

The Billion-Dollar Problem Below Our Feet

The consequences of flushing the wrong items—from baby wipes and cleaning cloths to paper towels and feminine hygiene products—are far from trivial. The National Association of Clean Water Agencies (NACWA) has estimated that these improperly flushed products cost U.S. utilities as much as $1 billion each year in maintenance and repairs.

These costs manifest in several ways. The non-woven fibers in wipes do not break down like toilet paper. Instead, they snag in pipes and combine with fats, oils, and grease (FOG) poured down drains to form monstrous, concrete-like fatbergs. The City of Detroit spent $100,000 to clear a single 100-foot-long blockage, while Baltimore paid $60,000 to remove one just 20 feet long. Across the Atlantic, London's water utility spends up to £100 million (over $125 million) annually fighting an estimated 300,000 sewer blockages.

Beyond the staggering removal costs, these clogs cause sewer overflows that can back up into homes and businesses, leading to property damage and significant public health risks from bacteria like E. coli and listeria. The wipes also wreak havoc inside treatment plants, jamming pumps, clogging screens, and damaging sensitive equipment, which requires labor-intensive manual cleaning and expensive replacements. The RFA's work aims to curtail these expenses at the source: the consumer's bathroom.

'Potty Training for Grown-Ups': Changing Habits with Humor

At the heart of the RFA's recent success is a creative and data-driven communications strategy. Recognizing that households with children are 60% more likely to flush non-flushable items, the organization launched its 2025 flagship campaign, "Potty Training for Grown-Ups." The initiative eschewed dry warnings in favor of humor and relatability.

The alliance partnered with social media influencers, including comedic musicians and family-focused creators, to spread the #FlushSmart message. The campaign featured two primary creative themes: "Toilet Tunes," which used catchy, educational songs to reinforce responsible habits, and "Toddler Teachers," which humorously flipped the script by having young children coach adults on proper flushing.

"Our 2025 campaign demonstrates that creative, culturally relevant content can genuinely move the needle on behavior — not just awareness," said Lara Wyss, RFA president, in a statement. "When we see comments like 'checking labels is so important' and 'I had no idea,' and when we watch those sentiments translate into sustained, measurable declines in improper flushing, we know the work is making a real difference."

The impact is particularly stark in California, a state with a long history of battling wastewater issues. From a 2021 baseline to 2025, the percentage of Californians reporting they had flushed a non-flushable item plummeted nine points, from 58% to 49%. During the same period, recognition of the "Do Not Flush" symbol surged by 13 points, from 69% to 82%, demonstrating the power of a sustained, multi-year educational effort.

The Power of a Symbol and Supportive Legislation

The growing familiarity with the "Do Not Flush" logo is not happening in a vacuum. The RFA's educational push is bolstered by a rising tide of state and federal legislation aimed at standardizing wipe labeling. The symbol—a simple graphic of a person tossing a wipe into a trash can—is now a legal requirement on non-flushable wipe packaging in a growing number of states.

Washington became the first state to pass such a law in 2020, followed by California, Oregon, Illinois, and others. Most recently, Michigan's proper labeling law took effect on February 1, 2025, mandating clear and conspicuous labeling on products commonly used in the bathroom but unsafe for plumbing. The RFA actively supported this rollout, partnering with the Michigan Water Environment Association (MWEA) to provide educational materials for consumers.

This state-level momentum is coalescing into a push for a national standard. The Wastewater Infrastructure Pollution Prevention and Environmental Safety (WIPPES) Act, a bipartisan bill that passed the House of Representatives in June 2024, would mandate "Do Not Flush" labeling nationwide. This legislative framework provides a powerful regulatory backbone to the educational messaging promoted by the RFA and its partners, creating a unified front against consumer confusion.

A Coalition for Cleaner Pipes: Industry and Public Sector Unite

Perhaps one of the most compelling aspects of the Responsible Flushing Alliance is its composition. The non-profit is funded and supported by the very companies that manufacture the products at the center of the issue, including industry giants like Procter & Gamble, Kimberly-Clark, Clorox, and Johnson & Johnson. This represents a significant shift towards corporate responsibility and proactive problem-solving.

Rather than taking a defensive posture, these manufacturers have partnered with their traditional adversaries in the wastewater sector. The RFA's advisory board includes key public utility groups like the National Association of Clean Water Agencies (NACWA) and the California Association of Sanitation Agencies (CASA). This collaboration allows for a holistic approach, combining industry knowledge of product design and marketing with the on-the-ground expertise of those who manage the nation's sewers.

The organization’s strategy extends beyond consumer-facing campaigns. In 2025, the RFA expanded its outreach to professional audiences by partnering with trade publications such as Treatment Plant Operator Magazine and Plumber Magazine. By engaging directly with the professionals who deal with the consequences of improper flushing daily, the alliance aims to strengthen its initiatives and ensure its messaging reaches every corner of the sector. As cities continue to grapple with aging infrastructure and tight budgets, the RFA's data-backed success offers a compelling model for how smart communication and strategic partnerships can turn the tide on a costly, hidden environmental problem.