Technology

Your water has been treated. Not purified.

Tap water meets regulations. But "compliant" doesn't mean "pure." Here's what science actually says — and how ClearlyFilters' multi-barrier filtration responds.

2,100+ contaminants identified in drinking water worldwide (Source: WHO 2022) 73% of UK water supply areas have detectable PFAS levels (Source: Water UK) 23,000 PFAS-contaminated sites identified across Europe (Source: EEA 2024)

THE FACTS — What's actually in your water

0.5 mg/L — Chlorine & disinfection by-products Chlorine keeps water safe but reacts with organic matter to form trihalomethanes (THMs) — by-products the WHO links to increased bladder cancer risk with long-term exposure.

PFAS — Forever chemicals PFOA was classified as a confirmed carcinogen (Group 1) by IARC/WHO in 2023. These chemicals persist in the environment indefinitely and accumulate in the body.

100+ — Pesticide residues in tap water UK water companies test for over 100 pesticides. The Drinking Water Inspectorate regularly finds traces that pass through conventional treatment.

No safe level — Lead & heavy metals The WHO confirms there is no safe level of lead exposure. The UK still has millions of homes connected via lead pipes installed before the 1970 ban.

1.5 mg/L — Fluoride (WHO threshold) Naturally present in water, excess fluoride is linked to dental and skeletal issues. Some regions naturally exceed the WHO recommended limit.

SCIENTIFIC APPROACH — Why a single layer isn't enough

The WHO states that the most effective means of consistently ensuring the safety of a drinking water supply is through the use of multiple barriers (WHO Guidelines for Drinking-water Quality, 4th edition, 2022).

Each contaminant type requires a different technology. Activated carbon alone can't reduce heavy metals. KDF media doesn't capture fluoride. That's why ClearlyFilters combines 6 complementary mechanisms in a single cartridge.

The 6 filtration stages:

1. Mechanical Pre-Filtration — Non-woven fiber removes sediment, sand, and rust through size exclusion. Up to 99% removal.
2. Coconut Shell Carbon Block (CTO) — Adsorption removes chlorine, VOCs, and odors. 98–99% removal.
3. KDF Copper-Zinc Media — Electrochemical redox reaction reduces lead, mercury, and cadmium. 95–99% removal.
4. Dedicated PFAS Reduction Media — Targeted molecular adsorption captures PFOA, PFOS, PFHxS, GenX, and PFBA. Up to 99% removal.
5. Heavy Metal Specific Media — Ion exchange locks in lead, mercury, cadmium, copper, zinc, chromium, arsenic, nickel, and iron. 95–99% removal.
6. Fluoride Reduction Media — Mineral adsorption binds fluoride ions to the mineral surface. 90–98% removal.

Throughout all stages, essential minerals (calcium, magnesium) are preserved.

MEASURABLE RESULTS — ClearlyFilters Advanced Cartridge Performance

SCIENTIFIC PUBLICATIONS

• Belkouteb et al. (Water Research, 2020): GAC removed 92–100% of 15 PFAS compounds at a full-scale treatment plant in Sweden.
• US EPA (April 2024): Granular activated carbon designated as Best Available Technology for meeting new PFAS limits.
• WHO Guidelines, 4th edition (2022): Multi-barrier approach recommended as foundational strategy for drinking water safety.
• Water Research (2023): Mineral-based media outperformed activated alumina for fluoride reduction by a factor greater than 3.

TRANSPARENCY — What ClearlyFilters is not

ClearlyFilters is not reverse osmosis. And that's by design.

Reverse Osmosis:

• Wastes 3–5 litres for every 1 litre filtered
• Completely demineralises water
• Requires a pressure tank
• Needs professional installation

ClearlyFilters Advanced:

• Zero waste — 100% of water used
• Preserves essential minerals
• No tank — connects directly
• Installs in 2 minutes, no tools required