Hosepipe bans come into effect

David Cameron insists it is vital that hosepipe bans in the south east are "obeyed".

"We've had not just dry periods but particularly dry winters for the last few years - so that's why there are hosepipe bans."

The fountains in Trafalgar Square could be switched off from next week as part of the hosepipe ban.

A Greater London Authority spokesman said:

"We are working with Thames Water on finding a sustainable supply of water that will allow the fountains to be used throughout a summer of celebrations in the capital"

"As we explore alternative options the fountains are currently being used for one hour a day at a low plume using an existing store of water that is expected to last for about a week. This is to enable the water cleansing systems to work."

Thames Water paid its executive directors almost £2 million in bonuses last year.

Anglian Water, which failed to meet its leakage targets, paid out more than £1.1 million to its top executives in bonuses last year.

The highest paid director in Thames Water took home more than £1.6 million.

Jerry White is the head of drought strategy at Thames Water.

Head of drought strategy at Thames Water Jerry White spoke to ITV News Reporter Martha Fairlie about the hosepipe ban coming into effect today.

He said the ban was necessary to ensure the company has enough water supplies for another dry summer.

Helen Vale, national drought co-ordinator of the Environment Agency, defended the hosepipe ban but warned that water companies and businesses must play their part to save water.

She said:

"Hosepipe bans are an effective way to cut overall water use - but they are not a silver bullet."

"While households have a very important role to play in helping to cut water use during the current drought, businesses, farmers and water companies must all play their part too, by using water wisely to ensure that the water that we do have goes further."

Environment minister Richard Benyon has hinted there may be more water saving measures to come, should there be a continued lack of rainfall. Mr Benyon told Sky News:

"We are planning for the worst case scenario of a third dry winter. We want to make sure farmers can still produce the food we need, and that there's enough water for the energy industry."

The Minister seemed to defend companies against recent reports that one in every six litres is wasted before it reaches our taps saying:

"We're working really hard to minimise leaks. I think it's good that the economic regulator Ofwat is making sure water companies are making this a priority [...] It's not for me to defend them, but many are dealing with Edwardian or Victorian pipework infrastructure that needs replacing."

Environment Secretary Caroline Spelman stressed that the restrictions are temporary saying:

"We can all help reduce the effects of drought by respecting these restrictions and being smarter about how we use water."

Thames Water have warned that the hosepipe ban that starts today could last until next Autumn.

Richard Aylard told BBC Radio 4:

"Realistically I think it will be in place throughout the summer and into the autumn unless we have an unusually wet year."

"This situation has taken a couple of years to build up, it will take quite a long time to put right."

Water companies across England and Wales leaked more than 3.3 billion litres of water a day in 2010/11, according to Ofwat, the economic regulator of the water and sewerage industry.

The Environment Agency has urged companies to do more to tackle leakage rates.

Anglican and Southern were among the companies to fail to meet their water leakage targets last year.

Richard Aylard, Thames Water sustainability director, defended his company:

Water saving expert Jacob Tompkins spoke to ITV Meridian's Charlotte Wilkins about how to save water in the home after hosepipe bans were enforced in parts of drought-hit Britain.

To listen to Mr Tompkins' advice, click here.