The proposed UK Mandatory Water Efficiency Labelling Scheme (MWELS) will force manufacturers of “wet” appliances such as washing machines, washer-dryers and dishwashers, to display a new water efficiency label. However, water consumption is already clearly displayed on the existing, mandatory GB energy label.

AMDEA warns that introducing a second, visually similar label using completely different calculation methods, will not only cost businesses millions but will actively confuse shoppers and potentially add costs to everyday appliances.

New nationally representative consumer research commissioned by AMDEA also reveals widespread “label blindness” among UK shoppers, suggesting new labels will not improve understanding:

• Over half (51%) of consumers say there is already so much information on appliances that they find it hard to know what to focus on.
• Only a third (34%) usually read all the labels and information provided when buying a new appliance.
• Over two-thirds (67%) believe new labels should only be added if they replace an old one to keep things simple.

Stefan Hay, Chief Executive Officer of AMDEA, said: “This proposed regulation is the very definition of unnecessary red tape. The Government is forcing manufacturers to print millions of redundant labels and segregate stock for the GB market, creating a massive £28 million logistical nightmare. At a time when household budgets are stretched to the limit and manufacturers are trying to compete in a difficult trading environment, adding millions in regulatory costs that will inevitably trickle down to the consumer is completely unacceptable.

“Consumers are already overwhelmed by the amount of information thrown at them. Our research clearly shows they want simple, consolidated information, not a proliferation of contradictory stickers. The existing GB energy label has successfully driven massive improvements in water and energy efficiency for decades. Duplicating it with a flawed, conflicting metric will only undermine consumer trust and create confusion.”

A flawed ‘green’ metric that penalises smaller households

Beyond the £28 million initial burden and an estimated £5 million in ongoing annual costs, AMDEA analysis of several thousand dishwasher models shows the proposed MWELS metric is fundamentally flawed because it calculates efficiency based on “litres per place setting”. This means it favours large, full-size appliances and unfairly penalises slimline, compact or tabletop models often used by smaller households or those with limited kitchen space.

Chris George, Head of Trade Operations and Sustainability, Europe West at Electrolux Major Appliances and AMDEA Chair explained: “’The appliance industry, like so many other industries, is under pressure and this unnecessary new mandatory label will add further to our costs. Modern washing machines and dishwashers are extremely water efficient, and the existing energy label already tells consumers how much water is used per typical cycle.  Adding another water label unrelated to the energy label information will create confusion for GB customers. We need the Government to remove ‘wet’ appliances from the proposed regulation urgently.”

EU conflict

Applying the MWELS label in Great Britain also creates a direct legal conflict with Northern Ireland. Retained EU law, which still applies in Northern Ireland, prohibits the use of additional labels that mimic the energy label to prevent consumer confusion.

AMDEA is urgently calling on Defra and the Minister for Water and Flooding, Emma Hardy MP, to review the scope of the MWELS Regulations and exclude washing machines, washer-dryers and dishwashers before the legislation is laid before Parliament in May.

Our first session ‘Excellence by Design’ will feature:

• Chris George, Head of Trade Operations and Sustainability, Europe West, Electrolux and Chair of AMDEA will share his insights into how the home appliance sector is advancing sustainability through recycled materials, low-carbon logistics, and energy and water conservation.
• Professor Mark Miodownik, UCL Big Repair Project will discuss why designing home appliances for longevity, repairability, and reduced e-waste really matters and how policy can support the industries efforts.
• Dr Catherine Menon, University of Hertfordshire will be exploring the ethics, opportunities, safety and public perception of AI integration in home appliances.

In the second session ‘Powering Inclusion’ we will hear from:

• Adam Carter of Consumer Friend who will present ideas on how manufacturers can build consumer trust through transparent communication while navigating potential barriers and pitfalls.
• Sue Flowers, NEFF Brand Manager at BSH will discuss how home appliances can be designed for all, for inclusive use to overcome barriers to accessibility to empower people to live in their homes with independence.
• Steve Lineton, Managing Director of GAP Renew  will explain the work his organisation is undertaking around appliance refurbishment, reuse, and extending product life cycles to support communities, charities and environmental goals.

The third and final session ‘Tomorrow’s Talent Today’ will comprise:

• Kevin Brown, CEO, Pacifica who will talk about the importance of attracting young talent to the home appliance service and repair sector – “Nobody grows up dreaming of fixing a washing machine!”.
• Gavin White, Founder of The AutoTech Group will share his experience from the automotive sector on how they are solving critical industry skills shortages.
• A TeenTech Alumni will speak from a young person’s perspective, sharing their journey of how they entered the technical workforce.

Finally we will hear from a keynote speaker, Dr Roz Savage MP, before delegates and speakers will be invited to join a networking drinks reception and hear who has won the inaugural AMDEA Awards!

AMDEA Members can book their tickets via the Members Portal, other guests are invited to contact info@amdea.org.uk for information on how to book.

Stefan Hay, CEO, AMDEA says: ‘We are thrilled to showcase the excellence of our members through these three new awards. We have launched this new initiative as it is clear that our members and associate members are setting the bar for responsible corporate behaviour, and these awards give us the opportunity to shine a light on their often hidden achievements in supporting the circular economy, developing and training a skilled workforce and in supporting local communities. We look forward to announcing the winners on the 6 May.’ 

AMDEA members are encouraged to enter, for more information and an entry form contact charlotte.nelson@amdea.org.uk

AMDEA CEO Stefan Hay expressed strong enthusiasm about the new partnership, stating that he is delighted to welcome Bluestem Group into the Association’s growing membership. Hay highlighted the energy, expertise, and product diversity Bluestem brings, noting that the addition of Igenix, Statesman, and Ewbank strengthens AMDEA’s collective voice and industry representative impact.

Stefan Hay said: “We are absolutely thrilled to welcome Bluestem Group into the AMDEA community. Their exceptional brand ranges Igenix, Statesman and Ewbank represent innovation, quality, and deep company values. Bluestem’s commitment to the circular economy, compliance and customer service excellence aligns perfectly with AMDEA’s own values, and we look forward to the new contributions they will bring to our community.”

Rebecca Batchelor, Group Manager at Bluestem Group, welcomed the partnership and emphasised the importance of industry collaboration in supporting product safety, sustainability and responsible growth.

Rebecca Batchelor said: “We are pleased to join AMDEA and to be part of a network that represents the UK’s leading home appliance brands. Collaboration across the industry is essential as we work together to strengthen our standards around product safety, sustainability and regulatory compliance. We look forward to contributing our experience and supporting the important work AMDEA does on behalf of the sector.

Since becoming Chair in 2018 Teresa has led AMDEA through a period of significant transformation and growth. She strengthened the organisation’s leadership early on with the appointment of Paul Hide as Chief Executive and went on to guide AMDEA through major challenges, including the Covid-19 pandemic, leaving the Association on a robust financial footing with a skilled and effective team in place.   Increasing the importance of sustainability  – and promoting the circular economy through repair, reuse and recycle –  has been a hallmark of her leadership, with annual Amdea conferences focusing on this critical topic since 2021. Under her leadership, AMDEA also expanded its public-facing role, launching the award-winning Know Watt’s What campaign in 2023 to highlight the cost and energy-saving benefits of modern appliances to end consumers.  Throughout her eight year tenure, Teresa also continued to drive ‘Register My Appliance’, the annual initiative which encourages households to register their appliances to improve product safety.

In 2025, Teresa oversaw the appointment of AMDEA’s current Chief Executive, Stefan Hay, ensuring a smooth leadership transition, and in January 2026 supported the introduction of a new Associate Membership category, further strengthening the Association’s reach and influence.

Teresa Arbuckle said:  “I am very proud of where AMDEA leads today, delivering impactful sustainability and safety campaigns for consumers, and working with key stakeholders and government officials on critical topics concerning us all. I’m pleased to remain as an AMDEA Board member to ensure that AMDEA continues to move forward in a positive direction in order to benefit millions of UK households”.

In paying tribute to Teresa, Stefan Hay said: “It has been a real privilege to work with Teresa over the past few months. Her commitment to AMDEA, her unwavering support for the team, and her dynamic, principled leadership have left a lasting mark on the organisation. Teresa’s contribution to AMDEA and to the wider UK appliance industry cannot be overstated; she has played a pivotal role in shaping a strong, respected and influential association. I inherit an organisation in robust health, built on the foundations laid by Teresa and Paul, and I am proud to continue building on their legacy together with our new Chair Chris George.”

AMDEA’s new Chair of the Board, Chris George, will take up the role from today. Chris has worked in the appliance industry and associated technology industries for over 20 years and has been an active member of the AMDEA Board since December 2023.

Speaking about his appointment and his aspirations for AMDEA’s future Chris George said:

“I’m delighted to take on the role of Chair at AMDEA. Having worked across this industry for more than a decade, I’ve seen first-hand how important AMDEA has been in defining standards, regulations and championing crucial issues like sustainability. With Stefan now driving the business forward and expanding our remit and membership, my priority as Chair will be to continue Teresa’s great work and ensure AMDEA remains a strong, credible voice for our members. I intend to help us to continue our excellent collaboration with government and stakeholders to support innovation, drive high standards, and help the industry navigate the many challenges and opportunities that lie ahead.”

Finding Opportunity in the Unexpected

Gemma first joined BSH in 2012, working through an agency in the company’s National Parts Centre. Her strong work ethic and natural rapport with colleagues quickly earned her an official contract, the fastest ever for an agency staff member at the time. From warehouse operations to the post room, those early roles allowed her to build relationships across the organisation and familiarise herself with the wider business. Product compliance, however, wasn’t part of her original plan.

Discovering a Career in Product Compliance

“I never thought I would work with compliance, standards, and regulations,” Gemma admits. “Those topics seemed boring to me!” But in 2019, after realising a PR apprenticeship was not the right fit, she had four weeks to secure a new position. A colleague recognised her potential and recommended her for a role in product compliance. She took a leap of faith and never looked back.

Her early mentor, Alex Lewis, played a pivotal role: “He reassured me I knew what I was talking about and encouraged me to trust myself.” Colleagues across Europe also welcomed her with openness and support, laying the foundation for a career she now thrives in.

The Evolving Landscape of Diversity in the Industry

Gemma has seen first-hand how industry’s diversity has grown, particularly in gender and nationalities. At a recent AMDEA Technical Committee meeting, she noted it was “the most women I’ve ever seen at one of those meetings”. Even so, she observes that men often dominate technical conversations, though she jokes: “Until I joined, of course!”

While progress is evident, she believes there is still room for improvement and a more equal balance.

Navigating Challenges and Building Confidence

Gemma hasn’t felt directly challenged as a woman in her sector: “Everyone has been welcoming and engaging.” Most of her hurdles were internal, self‑doubt and second‑guessing. With time and a supportive network, she’s learned to put that aside. Her philosophy is simple: “It’s better to ask a question than never ask at all. How are we to learn if we sit on the sidelines?”

A Day in the Life of a Product Compliance Officer

A typical day for Gemma includes “reading, lots of reading! Creating Declarations of conformity for all our products and ensuring the connected appliances under (RED) are available on our brand websites. Then I will respond to general queries from the Category Team, Customer Service Team, Area Business Managers and our Technical Team. I believe that it is important to be efficient in responding to an email in a good timeframe”.

Efficiency and transparency are core values for Gemma, and they are qualities she has passed on to colleagues she works closely with. “We have an amazing working relationship with our colleagues, who work in our factories, for those more technical questions we receive and may not know the answer.”

“No day is the same, as I never know what I’m going to receive.”

Gemma finds her greatest reward in being honest, responsive, and helpful: “I don’t want to lead someone up the garden path. If I don’t know something, I’ll find out or find someone who can help.” Having experienced unhelpful responses earlier in her career, she strives to be the colleague others can rely on.

Proudest Achievement

Gemma played a significant role in navigating Brexit compliance, a complex, multi-dimensional challenge. From correcting misinterpretations to learning new systems and managing vast flows of information, she calls the project “an amazing achievement,” supported by colleagues across many departments.

Opportunities for Improvement Within the Industry

When we asked Gemma, ‘What more do you think the domestic appliance industry could do to attract and retain more women?’, she said: “Women look more closely at the people that work around us and how we feel when we walk into the office.

Being happy in the place you spend most of your waking hours is important to us. This includes job descriptions and how the employer words engineering, compliance and technical roles within a company. It doesn’t set a warm environment, but a cold one. Which I believe can affect women applying for the roles. Inclusivity is important to us, leaving any bias at the door.”

And, she adds: “Having a sense of humour helps, people in this area can be perceived as a bit wooden”.

Advice to Women Considering Technical or Compliance Careers

“I believe I’m proof that you don’t always need a degree to succeed in an engineering, compliance or technical role. I believe with hard work, determination and the right attitude, the world is your oyster. Be open and honest with what you do and don’t know and always having your door open for questions. No matter how busy we get, it’s important for those who work around you that they have your support.”

Gemma’s advice to her younger self would be “Believe in yourself and your capabilities”.

International Women’s Day 2026: ‘Give to Gain’

This year’s theme resonates deeply with Gemma: “The more you give, the more you gain. Be your authentic self. Treat others how you want to be treated.” Her kindness and openness have changed lives in ways she never expected. “I have been told that some conversations I’ve had with friends and colleagues have helped with their mental health. To know I’ve had that impact means the world to me,” she says.

“‘Be kind’ is more than words or a hashtag.”

Gemma Austin embodies the spirit of International Women’s Day: courage, authenticity, compassion, and leadership through example.

Her journey reminds us that careers aren’t always linear, confidence can be learned, and giving time, kindness and honesty creates ripples that go far beyond the workplace.

Robert Gosling, Head of Technical, Regulations and Standards said: ‘The team and I are delighted to have the recognition of our peers across the trade association world for the development of our ‘IF’ dashboard.  We work hard to support our members navigating of the growing plethora of regulations and standards for our members, and this award further reflects the growing recognition of the need for practical tools that support joined up, forward looking product policy.’  

AMDEA CEO Stefan Hay goes on to add ‘As regulatory complexity continues to intensify, our Technical Team is not a background function. It is a strategic asset, protecting today’s business while shaping tomorrow’s operating environment. That, in my view, is the enduring value of AMDEA membership.’

The new Associate Membership Group formalises AMDEA’s regular engagement with the wider industry, allowing AMDEA to bring companies involved in the provision of training, insurance and warranty schemes, servicing, repair, recovery, refurbishment, reuse, recycling, and end of life disposal under the membership umbrella.

AMDEA CEO Stefan Hay says: ‘We are excited to welcome our first Associate Members to the AMDEA community.  As the UK trade association for home appliances, we are in a unique position to convene the wider appliance industry.  These companies drive the innovation and standards across home appliances’ full lifecycle that are crucial to AMDEA’s strategic aim of supporting the delivery of the circular economy within the home appliance sector. There are clear interdependencies at policy, regulatory and compliance levels for these organisations and our members.’

He goes on to add:  ‘The inaugural meeting set a highly collaborative tone.  There is much we can work on together to support the circular economy and encourage and train talent into the industry through the development of a new national repairer training and licensing scheme.  We look forward to welcoming more Associate Members in the very near future.’

Pacifica CEO Kevin Brown says:  ‘Pacifica is pleased to be part of AMDEA’s new Associate Members Group. As a business operating at the heart of appliance repair, servicing and warranty delivery, we strongly support initiatives that raise standards, strengthen skills and promote a genuinely circular approach to appliances. We see the AMG as an important forum for collaboration across the value chain and look forward to contributing practical insight and experience to support AMDEA’s wider objectives.’

Founder of Service Box, James Kedian says: ‘As an Associate Member of AMDEA, Service Box is proud to be part of a group focused on raising standards and encouraging collaboration across the industry. The Associate Member Group provides an important forum for sharing expertise, supporting manufacturers, and ensuring the customer experience remains central as the market continues to evolve.’

British Gas Head of Strategic Partnerships Christopher Burtonwood says: ‘For British Gas, meaningful innovation always starts with understanding the customer. The AMDEA Associate Member Group gives us a unique opportunity to collaborate more closely with manufacturers and service providers, using real‑world insights to improve product performance and shape future solutions. This partnership approach enables us to anticipate emerging needs, develop smarter support models and ultimately give customers greater confidence in the appliances they rely on every day. We’re proud to contribute to this shared ambition.’

Vikki Kennedy, Domestic & General Chief Strategy & Corporate Development Officer says: ‘Domestic & General is proud to join the Associate Membership Group at such a pivotal moment for the industry. Bringing together organisations from across the appliance lifecycle gives us a real opportunity to align on the challenges ahead, strengthen the repair ecosystem and help ensure customers benefit from more reliable, sustainable, and longer-lasting appliance care”

For more information on how to join AMDEA as an associate member please contact Stefan.Hay@amdea.org.uk .