Why Keep It Clear

Keep It Clear is Anglian Water’s pioneering, transformational behaviour change programme to tackle the problem of pollution and flooding caused by avoidable sewer blockages. The primary causes of avoidable blockages are fats, oils and grease (FOG) being put down the sink, or wipes and other bathroom waste being flushed down the toilet. 

We call FOG and bathroom waste such as wipes, tampons, pads, cotton buds, etc unflushables.

Look for the Fine to Flush symbol


Even the products marked 'flushable' do not break down in the sewer like toilet paper unless the pack clearly displays a Fine to Flush symbol.


All this waste builds up over time and causes blocked sewer pipes and pumps. When these blockages happen, sewage can back up into homes or spill into local rivers causing flooding and pollution.


80% of sewer blockages are avoidable and caused by unflushables.

Avoidable blockages caused by unflushables lead to sewer flooding of homes and environmental pollution, which is distressing, costly to put right, and potentially devastating for wildlife and our local waterways and seas.

That’s why we have teamed up with the Marine Conservation Society to support their unflushables campaign.

Unflushables make up nearly 10% of all beach litter. If you love our seaside find out how you can help.

Every 15 minutes our teams deal with a blockage in our network, clearing around 40,000 in a year.

Look out for our Anglian Water vans which are proudly supporting the Marine Conservation Society’s campaign monsters. If you see the van in a street near you, you will know we are clearing another sewer blockage.

Environmental impact


During heavy storm events, to prevent flooding of our homes and streets, water companies like Anglian Water are legally permitted, if appropriate, to discharge diluted sewage water into designated watercourses. When this happens, wipes and cotton buds wrongly flushed down toilets can get washed out to sea and end up on beaches.


Wipes, tampons, applicators and cotton buds should always be binned, never flushed. Even products marked ‘flushable’ don’t break down like toilet paper and can cause blockages.


What can you do?

It doesn't matter whether you’re a resident or work in the food service industry, there’s something we can all do... 


  • only flush the 3 Ps – pee, (toilet) paper and poo, to help stop blockages, sewer flooding and pollution
  • watch Lottie's Video Blog for some reminders of what to do help look after your sink and loo
  • go to Marine Conservation Society’s pledge page and add your support to the campaign.