Business customers across Scotland can now expect a higher standard of service from their water retailer thanks to a new Code of Practice introduced by WICS.
The Code of Practice, which came into effect on 30 April 2025, has been developed collaboratively by WICS, Scottish Water, Consumer Scotland, the Central Market Agency, and retailers. It marks an important milestone in ensuring that businesses, public sector bodies, charities and not-for-profit organisations receive a more transparent and customer-focused service from their retailers.
Better information and smoother switching
Retailers who sign up to the Code of Practice are making a clear promise to their customers: to go beyond the minimum standard by meeting or exceeding the Code’s enhanced service commitments.
This means business customers can expect service enhancements such as:
- A cooling-off period if they change their mind;
- Better information to fully understand what they are signing up for; and
- A smoother switching process that makes it easier to find the best option for their business.
These improvements are designed to make the market easier to navigate and help businesses ensure they’re getting the best possible value for money.
All active retailers have signed up to the Code of Practice.
Independent checks to give business customers confidence
To give business customers confidence that retailers are delivering on their promises, WICS has also introduced a Market Health Check process.
This independent review will verify whether retailers are delivering on their commitments under the Code of Practice and continuing to meet their existing licence obligations.
The Market Health Check will:
- Provide an additional assurance that retailers are upholding their commitments; and
- Allow retailers to monitor their performance against commitments and give them the opportunity to identify areas for improvement, so retailers can strengthen their service.
The first Market Health Check began this month and will conclude in July 2026, with results shared publicly indicating whether retailers have met their commitment to customers.
WICS will carry out these Market Health Checks directly, using an independent and evidence-based process to verify whether retailers are delivering the standards they have committed to.
Driving long-term improvements in Scotland’s retail market
Scotland was the first country in the world to offer business customers the freedom to choose their retailer. Since 2008, all businesses and public bodies in Scotland have been able to choose their water retailer, encouraging innovation and better service.
The introduction of the Code of Practice and Market Health Check strengthens that foundation, ensuring the market continues to evolve and deliver more tangible benefits for business customers.
Mark Cassidy, Director of Markets at WICS said:
“Scotland’s water market was designed to deliver greater benefit to business customers — and this new Code of Practice ensures it continues to do just that.
“By setting clear expectations and introducing robust, independent checks, we’re giving businesses confidence in their choice of provider while ensuring retailers meet the high standards their customers expect and deserve.”
Gail Walker, Head of Water at Consumer Scotland said:
“Consumer Scotland has been central to the development of the Code of Practice to ensure long-standing concerns from businesses about clearer and more straightforward terms and conditions were addressed.
“We welcome the fact that all licensed providers have now signed up to the Code and are committed to delivering higher standards of service for business customers.
“We are working with water sector partners to establish a new Governance Group to maintain and update the code and ensure it acts as a foundation for continual service improvement. This group will be chaired by Consumer Scotland and informed by additional consumer research on the experience of businesses in this sector next year.”
Notes:
- The Code of Practice came into effect on 30 April 2025 and was developed in collaboration with Scottish Water, Consumer Scotland, the Central Market Agency, and licensed providers.
- The Market Health Check process is carried out by WICS to independently verify whether retailers are upholding their commitments and delivering the standards set out in the Code of Practice.
- The first Market Health Check will conclude in July 2026.
- For more information, visit www.wics.scot/publications/retail-market/code-practice