The Responsible Flushing Alliance (RFA) announced 3M, Eleeo Brands, Goodwipes, and Unilever as new members of its growing coalition of manufacturers and public health stakeholders focused on educating consumers on what not to flush down their toilets.

“With the support of our new members, we now have 31 organizations who will help us expand our #Flushsmart campaign, reach more consumers in the new year, and ultimately create more scale as we work toward making a real difference in helping consumers understand why proper disposal habits are important,” says RFA president Lara Wyss.

As of Jan. 1, 2022, in accordance with California’s Wet Wipes Labelling Law, wipes manufacturers participate in consumer education efforts to draw greater attention to the “Do Not Flush” symbol, which is required to be on packaging of non-flushable wipes, including baby wipes, cleaning wipes, and makeup removing wipes. The RFA launched its #FlushSmart campaign, focusing primarily on California, to help change consumer behavior and reduce damage to our nation’s sewage systems caused by objects and materials designed not to be flushed.

“The Responsible Flushing Alliance plays an important role in bringing consumer product companies together to scale up education efforts that are helping consumers make smart disposal decisions,” says Patrizia Barone, Unilever, regional vice president Regulatory Affairs, Americas.

The RFA is currently undergoing strategic planning and preparations to bring its digital consumer awareness campaign to broader audiences in 2023. The campaign has thus far included a series of educational materials and resources for consumers, educators, wastewater agencies, and other stakeholder groups to bring awareness to the problems caused by improperly flushing products down the toilet.

“Proper flushability, and the consumer communications that support it, are of the highest significance to our company’s ambitions,” says Sam Nebel, Goodwipes co-founder and King of All Wipes. RFA’s leadership has been paramount to the success of recent consumer awareness initiatives, critical partnerships, and the rapid success we’re seeing in reception across the country. We’re thrilled to officially join forces with Lara Wyss and The Responsible Flushing Alliance!”

With winter temperatures dropping around the nation, Americans are becoming more aware of their health and surroundings, leading many to reach for wet wipes to help maintain a healthy home. However, wastewater infrastructure often faces damaging clogs called fatbergs, which find their way deep into municipal pipes from improperly flushing non-flushable wipes down the toilet. The RFA, along with its members, urges consumers to look for the “Do Not Flush” symbol on wipes packaging for proper disposal instructions.

With 2023 campaign plans already in progress, the additional membership support creates greater potential for the organization to reach more consumers. Through RFA, the wipes industry is now leading the way in promoting healthier habits when it comes to the disposal of single-use products like baby wipes, cleaning wipes and makeup wipes.