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Aug 31, 2023

Brita water filter company accused of false advertising

LOS ANGELES — A lawsuit filed against the maker of some of the nation’s most popular water filtration systems has accused the Brita company of falsely advertising that its products remove or reduce

LOS ANGELES — A lawsuit filed against the maker of some of the nation’s most popular water filtration systems has accused the Brita company of falsely advertising that its products remove or reduce hazardous contaminants from tap water.

The proposed class-action lawsuit, which was filed last Wednesday in Los Angeles County Superior Court, claims that deceptive advertising has led customers to falsely believe that Brita products filter such contaminants as arsenic, nitrate, hexavalent chromium and certain PFAS, or “forever chemicals,” from tap water.

Brita is owned by Clorox Co., which is headquartered in Oakland. Clorox released a statement Wednesday saying it was still reviewing the complaint, but looked forward to “defending ourselves vigorously.”

“Brita takes the transparency of the variety of water filtration options we offer seriously,” the statement said. “Our products include a standard filtration option that improves taste and odor of tap water and is certified to reduce identified contaminants as communicated. For those consumers looking for water filters certified to reduce PFOS or PFOA, the Brita Elite pour-through and Brita Hub are both certified to reduce PFOS/PFOA, as well as lead and other identified contaminants.”

The lawsuit was filed by Los Angeles County resident Nicholas Brown, who is currently the sole plaintiff. Brown purchased a Brita water pitcher and standard filter for about $15 in 2022 after reading the product label and believing the device would filter contaminants to below lab detectable limits, the lawsuit said.

“Unfortunately, the Products are not nearly as effective as defendant deliberately leads people to believe, causing consumers to overpay millions and forego more effective alternatives,” the lawsuit said. “In this way, defendant has not only bilked millions of dollars from consumers in ill-gotten gains, but Defendant has put the health and welfare of millions of consumers and their families at risk.”

The company’s marketing “creates the illusion of safety and protection for people and their families,” said Ryan Clarkson, managing partner of the Clarkson Law Firm in Malibu. “And that’s really the big problem that we need to solve here. When people are running their tap water with PFAS through these Brita water filters, it’s just a superfluous act. It does nothing whatsoever as it relates to chemicals like PFAS.”

The lawsuit argues that claims on the labels and packages of certain Brita water filters, pitchers and dispensers — such as “Cleaner, Great-Tasting Water for Over [20, 25, or 30] Years,” “The #1 FILTER” and “Reduces 3X Contaminants” — are false and misleading. Other claims like “Better water for you. Better water for the planet” and “Fresh filter = Fresh water” reinforce consumer beliefs that the products remove or reduce to below lab detection limits common hazardous contaminants, the lawsuit says.

— Dorany Pineda / Los Angeles Times

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