WQA literature states that "pure" water exists so rarely, and then only under ideal circumstances that for all practical purposes, it does not exist at all. Reputable water experts agree that obtaining "pure" water would be like reaching infinity. Therefore, the idea of making water pure for in-home use is an impossibility. That's why WQA prohibits member companies from using any form of the word "pure," including purifier and purification, when discussing home water treatment.

Even reverse osmosis systems, which have been recognized by the Center for Disease Control as one of the most effective means for treating water, reduce 99+ percent of certain dissolved solids and other materials that may be in the water. But even at this high rate, water is not technically considered "pure."

Less expensive alternatives, such as pour-through or carbon filters, are even less effective because they don't reduce everything that a reverse osmosis system does. They are primarily used for aesthetic purposes to improve taste and remove certain odors; they do not, as a rule, reduce most solids.

Kinetico Incorporated, a leading manufacturer of water treatment systems and a member of WQA, has established a toll-free hotline for consumers who have concerns about their water quality and questions regarding water treatment options and realistic expectations.

"We want to make sure that consumers go into their purchasing decision with the right facts in front of them," notes Dave Krupinski, Certified Water Specialist at Kinetico. "If a consumer is looking for the best quality water possible, we are going to recommend a reverse osmosis system. We are not, however, going to insinuate that the water is pure."

Certified water specialists at Kinetico further note the importance of differentiating between "removal" and "reduction" claims. They point out that since 100-percent of the dissolved solids are not taken out of the water, it is false advertising to imply that any in-home water treatment system can totally remove contaminants from the water. Rather, the accepted term, according to WQA standards, is "reduce."

When comparing water treatment systems, Kinetico also recommends that consumers inquire about third-party certification. NSF, as an example, is an independent testing organization recognized internationally for its experience in testing and certifying water treatment products to ensure they perform as claimed. Since NSF also reviews all literature for the products it certifies, it restricts manufacturers from making false claims.

In addition to checking for NSF certification, Kinetico encourages consumers to read labels and literature carefully. Every water treatment product on the market today should list the specific contaminants it reduces. Just because a product is certified to reduce one contaminant does not guarantee is effective at reducing all of them.

For more information about the water you drink, call Kinetico at 1-800-944-WATER (9283) and request the FREE Consumers’s Guide to Protecting the Water Your Family Drinks. Or visit Kinetico's Web site at www.kinetico.com for more information about water.