Zero Water Pitcher

NAD has recommended that Zero Water Technologies discontinue ads comparing its Z-Pitcher to Brita water filtration systems.

According to Zero Water, the Z-Pitcher removes more total dissolved solids than Brita systems, making its product superior.

The National Advertising Division (NAD) is the advertising industry’s self-regulatory body administered by the Council of Better Business Bureaus., on the other hand, says that while Zero Water can support the total dissolved solids claim, there is not enough evidence to say its water is better or that Brita does not filter water well. Total dissolved solids refers to nanoparticles of organic and nonorganic matter dissolved in water, and includes an array of minerals (such as calcium and iron), clay particles, silt, and other particulates. It does not include bacteria or other pathogens.

For more information, see I’d Tap That.