While your tap water may look clean it can contain potentially harmful contaminants picked up on its journey through aging pipes. PUR pitcher filters reduce these contaminants. Each PUR water filter is certified to remove 96% Mercury and 95% of certain Industrial Pollutants as well as reducing chlorine (taste and odor) and more. The filters last up to 4 months and give you 80 gallons (or 640 8oz cups) of clean healthy great-tasting. PUR’s superior filter technology uses activated carbon and ion exchange to reduce more contaminants than any other brand (comparison valid for faucet mount and pour-through filters based on NSF certifications as of 1/31/20).