‘Yellow Fish’ Campaign Launched Across Sussex Coast To Protect Beach Water Quality

A new environmental campaign is rolling out along the Sussex coastline in a bid to protect bathing water quality and reduce pollution reaching local beaches.

Southern Water is working with coastal councils to place “Yellow Fish” stickers and stencils next to surface water drains near the shore.

The bright yellow markings carry a simple message: “Only rain goes down this drain.”

While they may look playful, the Yellow Fish highlight a serious issue affecting Sussex’s beaches and coastal waters.

Why It Matters for Sussex

Many people assume roadside drains carry water to wastewater treatment works.

However, many drains along the Sussex coast flow directly into rivers, streams, or straight out to sea.

This means items such as dog waste, cigarette ends, litter — and even waste emptied from campervan toilets — can end up polluting popular bathing spots.

Southern Water’s engagement manager, Phil Cresswell-Nash, says the campaign is about changing everyday behaviour.

“People think all drains send what’s in them to wastewater treatment works – but that simply isn’t true.

"Many roadside drains go straight into watercourses or onto the beach.”

Local Take-Up Along the Coast

Councils in Bognor Regis, Worthing and Shoreham have already installed Yellow Fish notices, helping to raise awareness in some of Sussex’s busiest seaside areas.

The campaign is now expanding eastwards along the coast to Bexhill, with further interest from neighbouring coastal authorities.

Councils see the scheme as a low-cost but high-impact way of improving water quality and protecting public health, particularly during the busy summer season.

“I’d like to see Yellow Fish on every seaside street – and councils are raring to get going,” Phil added.

A Community Effort

Southern Water says small changes made by residents and visitors can have a big impact.

“By making small changes we can all help to reduce pollution entering our rivers and seas, which helps keep local bathing water clean.

"This is just the tip of the iceberg — we must do more to protect our seas, rivers and streams for future generations.”

Rob Butson, Bathing Water Manager for Southern Water, echoed the message:

“It’s vital we all work together to protect our beautiful Sussex beaches and bathing waters.

"Campaigns like Yellow Fish really help engage the community and spread the message that only rain should go down the drain.”