[5] Veolia Environment retained a 10% stake in Affinity Water for five years from incorporation, using the proceeds of the disposal to reduce its debt, as part of a €5bn debt-reduction programme announced in December 2011.

The Central region serves parts of Bedfordshire, Buckinghamshire, Essex, Greater London, Hertfordshire and Surrey.

It aimed to reduce customer demand by offering free water saving devices, such as a low flow shower head or tap aerators.

They aimed to encourage consumer behaviour through educational visits to school as well as being present on the high street to remind customers that the water is being taken from the environment.

[14] These areas were selected due to their high water demand and lack of available resources.

[14] The water metering program is estimated to reduce demand by 18% for metered customers, which alongside projects to increase available storage is expected to provide enough water for customers as climate change threatens supply.

The firm published a statement saying it is committed to reducing the amount it takes from the environment.