Water saving measures such as hose pipe bans are acceptable to four in five homeowners, according to the Consumer Council for Water.

The consumer watchdog notes that, as long as water companies are doing what they can to conserve stocks of the resource, most households accept hose pipe bans as a last-ditch measure in times of poor rainfall.

"Consumers are concerned about their water environment and accept the need to conserve water," observes chair of the council's northern committee Andrea Cook.

However, she adds that water companies must demonstrate their own water saving measures in order for hose pipe bans to be an acceptable course of action.

The comments come as United Utilities announces a hose pipe ban for most of its customers to commence on July 9th.

Its actions are the first ban in the north-west for 14 years and follow an uncharacteristically dry start to 2010 which, despite recent rains, has left reservoir levels low for this time of year.