United Utilities, the water company for the North West, announced on 28 May 2026 that it has joined forces with emergency services to produce a series of videos on the dangers of cold-water shock1. The videos will be shared on social media and made available for schools, and also remind people that swimming is not allowed at any of the company's reservoirs1.
The company said the warning comes as figures from the National Water Safety Forum show that most drownings in the UK occur in inland waterways rather than on the coast1. It said the videos remind people that cold water can kill in less than 60 seconds, and include advice on what to do if someone gets into trouble1. Jo Harrison, Asset Management Director at United Utilities, said reservoirs can look tempting but have hidden dangers, including cold temperatures, hidden operational equipment and steep sides that can make it difficult to get out, and are often in remote locations which makes rescue difficult1.
"The water company for the North West has joined forces with emergency services to produce a series of hard-hitting videos which remind people that cold water can kill in less than 60 seconds"
Steve Turner, Watch Manager at Lancashire Fire and Rescue Service, said the body of water could be 10C or colder even when it is warm outside, which is when cold water shock kicks in1. Grant Baxter, a Group Manager at North West Ambulance Service, said jumping into open water can feel 10 times worse than jumping into a swimming pool, and that the locations of reservoirs and rivers mean help can take time to arrive1. Lancashire Police Sergeant Elliot Jones said officers have attended incidents involving drowning or serious injury, and that parents should ensure their children fully understand the dangers1.
The company repeated the RNLI's "Float to Live" advice for people who get into difficulty, and said anyone who spots someone in trouble should call 999 and, if possible, throw a life ring or buoyancy aid to help them1. The RNLI's guidance on what to do in an emergency is linked from the announcement1. The cold water shock guide sets out how to stay safe and help someone in the water, and the first-aid hub covers other immediate responses.
Why it matters for households
The warning applies across the North West, where United Utilities supplies water, and is aimed particularly at young people and families during warm weather1. The company says swimming is not allowed at any of its reservoirs, and that those sites carry hidden operational equipment and steep sides as well as cold water1. The emergency service staff quoted describe a short window between someone entering cold water and getting into difficulty, and delays before rescue can reach remote inland sites1. The messages carried in the videos are that people should think carefully before entering open water, should not feel pressured to follow others, and that parents should ensure their children understand the dangers1. The staying-informed hub explains how official warnings and alerts reach households, including the Emergency Alerts system and free alert services; the guide to giving 999 your exact location covers what to have ready when calling from a river or reservoir.
What happens next
The videos are to be shared on social media and made available for schools1. No dates for individual releases have been reported.
Cold Water Shock
