Abstract
Swimming in the UK's ocean waters has gained prominence due to climate change and COVID-19 restrictions. This increased attention has raised concerns about bathing water quality, sewage, and runoff. While good quality bathing water offers physical, mental, and economic benefits, poor quality water poses health risks. In 2023, the UK Environment Agency reported an increase in sewage spills yearly, and public awareness in the UK has grown. The Safer Seas and Rivers Service (SSRS) app, developed by Surfers Against Sewage (SAS), provides real-time water quality information and pollution alerts. This case study examines the app's impact on users' decision-making and behaviour regarding ocean water use. Preliminary findings suggest the app may strategically inform and empower users, aligning with the organization's mission to protect the ocean and promote safe bathing practices.