this must be balanced with its own objectives of protecting the interests of its customers which implies keeping bills for consumers as low as possible monitoring and comparing the services the companies provide scrutinising the companies costs and investment and encouraging competition where this benefits consumers necessary actions including legal steps such as enforcement actions and fines can be taken in case of noncompliance the direct regulation of water companies in england and wales is complemented by two other regulators one responsible for environmental affairs and the other for drinking water quality to protect public health another example is portugal s national water and waste services regulation agency ersar created in