The WELS Scheme: Driving Water Efficiency in Australian Homes and Your Marketing

While WaterMark certifies safety, the Water Efficiency Labelling and Standards (WELS) scheme certifies performance—specifically, water efficiency. In a sunburnt country often plagued by drought, water conservation is a national priority. The WELS scheme, regulated by the Australian Department of Climate Change, Energy, the Environment and Water, empowers consumers to make informed choices, directly influencing their water bills and environmental footprint.

The WELS scheme is mandatory for a range of products, including:

Toilets (suites and pans)

Showerheads

Tap equipment (internal and external water use taps)

Flow controllers

Urinal equipment

Dishwashers and washing machines (though not your focus, they are part of the scheme)

The core of WELS is its easily recognisable label, which must be displayed on all applicable products at point-of-sale, both in-store and online. This label features two key pieces of information:

Star Rating: Ranging from 1 to 6 stars (with more stars indicating greater efficiency), this provides an at-a-glance comparison for shoppers.

Flow Rate/Litreage: This shows the actual water consumption in litres per minute (for taps/showers) or litres per flush (for toilets).

The standards are strict. For example, to achieve a high star rating, a toilet must use a very low volume of water per flush while still performing effectively. Since 2005, all new toilets installed in Australia must be dual-flush and have a minimum 4-star rating (averaging 4.5 litres for a full flush and 3 litres for a reduced flush). For tapware, there are maximum flow rates that cannot be exceeded without penalty.

For marketers, the WELS rating is a powerful tool. Promoting a "6-Star WELS Rated Kitchen Mixer" or a "Ultra-High Efficiency 4/3L Toilet" is a direct appeal to the consumer's desire to save money and resources. Highlighting this certification in product titles, descriptions, and marketing materials is not just good practice—it's essential for resonating with the Australian market.