A new report published by Byfield Consultancy reveals that people in the UK are increasingly concerned about Per- and polyfluoroalkyl substances (PFAS) – more commonly called ‘Forever Chemicals’ – and that consumers are increasingly willing to take action against companies who use these substances. The report shows that, as consumer awareness of ‘forever chemicals’ grows, PFAS-related legal claims are gaining momentum.
A UK nationwide survey conducted for this report found that 50% of Britons are concerned about the potential effects of PFAS exposure, with 54% believing these chemicals are associated with cancer and 33% thinking they are linked to lower immunity to diseases. Britons are also worried about the environmental impact of these chemicals. Almost half (47%) believe their local area is likely impacted by PFAS in terms of water, soil or air contamination, a figure that climbs to over 50% in London, the North East and the West Midlands. Moreover, 71% of people in the UK believe PFAS pollution is as serious or more serious than climate change.
This growing public concern could have significant legal ramifications. The survey found that over a third of people in London (37%) would be willing to support legal action against companies using PFAS. Furthermore, 43% of people in the UK would be likely to join a boycott or campaign targeting businesses who use these chemicals – indicating that there is a large pool of potential claimants. These findings suggest that companies are increasingly exposed to legal claims, as 32% of the public believes corporations should be the most liable for dealing with the harmful effects of PFAS. As public demands for accountability grow, PFAS litigation is gaining momentum across Europe, helped by new regulations and interest from litigation funders. With a number of contaminated sites in the UK already identified, experts interviewed in the report predict PFAS litigation in this jurisdiction will soon gain traction and that the potential for claims ranging from product liability to environmental class actions is significant. Taken together, the findings indicate that the UK is approaching a tipping point for PFAS litigation, similar to developments already seen in the US and parts of Europe.
This surge in public concern has been accompanied by a sharp rise in media coverage of PFAS. Byfield’s report found headlines referencing PFAS grew by 124% between 2022 and 2025, and in the last 12 months alone, mentions increased by 65% compared to the same period the previous year. Over half of the people in the UK who aware of PFAS (52%) heard about these chemicals on the news, while 44% learned about the issue through social media. The influence of the press in shaping public opinion on this issue poses significant communications challenges for companies using PFAS as well as for claimant firms and litigation funders interested in bringing PFAS related claims.
Gus Sellitto, Founder of Byfield Consultancy which specialises in litigation communications, said, ‘Our research shows a clear shift in how PFAS are perceived in the UK. Public awareness is rising quickly, media scrutiny is intensifying, and developments in European collective redress and class action regimes are reshaping how individuals and consumer organisations pursue accountability. While PFAS claims have not yet reached the UK courts, the direction of travel is clear. As European actions gather pace, we are likely to see increasing numbers of individuals who believe they have been negatively impacted by PFAS contamination seeking to assert their rights. Organisations with potential exposure should be assessing both their legal and reputational vulnerability now, and ensuring they have a clear, credible communications strategy in place as scrutiny accelerates’
Dina Hudson, Lead Consultant in Byfield’s Disputes and Investigations team, said, “The media plays a key role in PFAS-related legal disputes. Press coverage can influence levels of scrutiny, stakeholder engagement and regulatory attention surrounding a case. As media focus on PFAS increases and litigation risk grows, businesses should ensure they are prepared from both a legal and reputational perspective. A considered PFAS communications strategy can support informed engagement and help manage the wider impacts of a dispute.”
To read the report in full, click here: Byfield PFAS Report 2026
