Martin Lewis told us that the lack of standardisation of social tariffs across providers creates confusion among consumers, and makes it difficult to communicate clear messages to consumers about the availability and benefits of social tariffs.19 Customers must opt-in to receive social tariffs, but this requires customers to engage, to understand eligibility and to apply actively.20 Consumers in vulnerable circumstances, the target audience for social tariff messaging, are less likely than other consumers to engage with service providers, for example to switch providers where a choice is possible.21 Efforts to increase engagement are not helped by companies using confusing terms such as “equivalised income”, a term used in assessing eligibility and which is not easy to understand even for very well-informed individuals.22 The report by the Independent Water Commission, chaired by Sir John Cunliffe, recommended a single social tariff, but the government has decided not to move ahead with this at present.23 The Consumer Council for Water (CCW) reported some good examples of water companies proactively putting people on social tariffs, but that this does not happen as standard.24