Severn Trent has come under fire because of claims it is sending the “wrong message” by telling customers it has not enforced a hosepipe ban for more than three decades.

At a meeting with the Environment Agency, the government watchdog, officials criticised a notice on the water utility’s website about its record on hosepipe bans at a time when customers are being told to save water.

The company’s website proclaims: “Right now, there is no hosepipe ban in place for Severn Trent customers. We’ve not had one in our area since 1995, and of course we’d like that to continue.”

The way the claim was communicated came in for criticism at a meeting in July, according to notes seen by The Times.

One official “noted we are still using the ‘we haven’t had a hosepipe ban in 30 years’ and feels it sends the wrong message”, according to the document.

Severn Trent staff said the message was included on its website to reassure customers who mistakenly believed a ban was in place and to encourage them “to do their part to continue not having restrictions”.

Hosepipe bans are in force across swathes of southern England and the Midlands as well as south-western Wales, affecting more than 27 million people.

However, Severn Trent’s nine million customers are not covered by water use restrictions.

Public communications are considered a critical part of encouraging people to reduce water use in times of drought.

Severn Trent’s public drought plan includes details of the communications it uses at different stages of water shortages.

These begin with marketing campaigns to promote the use of water butts and save-a-flush devices. If restrictions are to be introduced, the plan moves on to paid advertising to encourage consumers and companies to cut back on water use.

During a hosepipe ban, the company has a plan for “intense local broadcast activity” across “all traditional media (TV/radio/newspapers) as well as social media”. Its adverts will deliver “hard messaging” to drive home the importance of cutting water use.

Severn Trent said it has no plan to remove the current message from its website despite criticism from officials.

An Environment Agency spokesman said: “We all have a role to play in using a little less water to make sure our current water reserves last. Every drop we can save is a drop more for our farmers, wildlife and rivers.

“We expect water companies to follow their drought plans to ensure supplies are not disrupted in even the driest of weather.”