Environmental groups like WWF [1], anti-privatisation activist groups like Public Citizen (USA) [2], and water supply utilities are among those who are attempting to get consumers to switch from bottled water to tap water. The latest campaign has been launched by the Syndicat des Eaux d’Ile-de-France (Sedif), the public water utility that serves four million inhabitants in the region surrounding Paris, France. Sedif is spreading its message through posters displaying bottles resembling known brands that are labelled "Eau du Robinet", or tap water. The posters carry texts like "You're free to pay 100 times more", "Ideal for those living on the fifth floor without a lift" and "What could be more environmental than no packaging at all?". France is not only a leading exporter of bottled water but has also seen consumption double in 20 years to reach 130 litres a year per inhabitant, second only to Italy. Sedif hopes its campaign will improve the image of tap water and also reduce the costs of plastic refuse collection.