Curious about this controversy.... any UK based members care to comment?
Sh2out is a partnership between the British Triathlon and the Royal Life Saving Society. They seem to think that they can give accreditation to swim organisations and venues to confirm that they are safe.
The sh2out campaign will introduce false claims of safety as well as unwanted rules and regulations. It has the potential to impose the authority to allow swimming in some venues and restrict others. A longer term potential could encourage the introduction of wide spread access fees or admission fees. As people have had the right to swim in British waters for free for centuries this could become a significant infringment on swimmers' liberty.