"The Bathroom Manufacturers Association Water Label is an excellent example of an industry led voluntary labelling scheme, providing information to those who want to select the best performing bathroom products. We are working through WRAP to help to improve update and visibility of the label."
Full text, here - http://www.defra.gov.uk/news/2012/03/22/speech-atwaterwise-conference/The Water Label has grown from a germ of an idea to a benchmark voluntary scheme with well over 1,850 water efficient products listed in the on-line database.
http://www.water-label.eu/
http://www.thewatercalculator.org.uk/