Each PUR water filter is certified to reduce mercury and certain industrial pollutants, as well as reducing chlorine (taste and odor) and more (PUR does not filter microbes) PUR faucet filtration systems are certified to reduce 70 contaminants, including lead, mercury, and certain pesticides (PUR does not filter microbes.) Certified to reduce lead and 10x more contaminants than Brita's leading pitcher filter. As the #1 selling brand in faucet filtration (Versus best-selling Brita pitcher filter OB03. Brita is a trademark of Brita LP.), the included Mineral Core technology filters water over natural minerals for a crisp, refreshing taste. PUR has been developing innovative technologies for superior water filtration for over 30 years.