Each PUR water filter is certified to reduce mercury and certain industrial pollutants as well as reducing chlorine (taste and odor) and more.* PUR faucet filtration systems are certified to reduce 70 contaminants including lead mercury and certain pesticides.* Certified to reduce lead and 10x more contaminants than Brita s® leading pitcher filter.* ** As the #1 selling brand in faucet filtration*** the included Mineral Core™ filter 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.