What NSF Certification Means for Consumers

What NSF Certification Means for Consumers

Posted by Joel Pelina on Mar 11th 2022

Trust is the key to consumer confidence. Trust in a brand, trust in a product, trust in performance, and trust in reliability. When a customer trusts a company and their products, they know that they can believe that the product will work as claimed, and that they can rely on the product to work for their needs. When it comes to drinking water treatment products, trust comes from third-party, independent testing and certification. Trust is what NSF certification means for consumers.


Almost every product on the market offers some form of performance claims. Do any of these phrases sound familiar?

  • “Eliminates 99% of stains or odors!”
  • “Guaranteed to keep liquids hot for up to 12 hours!”
  • “Scientifically proven to improve your health!”

Almost every product uses performance claims to market themselves and stand out from their competitors. These claims can be eye-catching and impressive-sounding at first glance, and for some consumers, that is all that is needed to earn a purchase. But for more discerning consumers, these claims are not actual proof of performance. Without documented testing, performance claims are just words. Without third-party, independent testing, performance claims are not free from potential bias. Product testing verifies performance claims, and third-party, independent testing and certification provides trustworthy, unbiased proof of performance.

Certification means trust, but only when it is impartial and unbiased. For example, let’s say that Company A offers what they call a “revolutionary new water filter” that is able to filter out “99% of all contaminants from your drinking water.” A savvy consumer might immediately think, “okay, where is your proof?” And Company A may provide documentation stating that their filter’s performance has been proven through laboratory testing. Here is where you need to look for specifics.

  • Who tested the product?
  • Where was the product tested?
  • How much water was tested through the product?
  • What specific contaminants were tested for filtration?

Without answers, the situation may be that Company A tested the product in their own labs, by their own scientists and engineers – hardly an unbiased source and location. They may have tested only one gallon of filtered water, instead of the filter’s full capacity. They may have tested only one or two contaminants, and then simply speculated that the results would apply to all contaminants with a similar profile. They may even claim to test “according to NSF standards” or “in compliance with NSF standards,” but is that a trustworthy, unbiased claim if it hasn’t been performed by NSF International?

NSF International is an independent, impartial, third-party testing and certification company. They have no stake in a product or company’s wellbeing, and therefore have no reason or incentive to break their impartiality – especially as their entire reputation is based on fair and impartial independent product certification. So, when NSF tests a water filter’s performance claims, they bring the product to their own labs for testing. They test it not only to the filter’s stated capacity, but to double the filter’s capacity (a filter rated at 500 gallons would be tested for 1000 gallons). They test it for the specific contaminants claimed for each category (e.g., a filter claiming health contaminant filtration of arsenic, lead, mercury, and PFOA/PFOS would be tested for filtration of each contaminant). They test the filter not only from the retail shelf, but also right from the manufacturing and assembly line. They do all of this to ensure accuracy and thoroughness.

The result of NSF testing and certification is trust and integrity in a product’s performance claims. When you look at a water filter that is NSF certified, you can be completely confident that everything stated by the packaging and documentation is true, because it has been tested and verified. This means that NSF certification affords you the luxury of comparing two products in a direct, “apples-to-apples” manner, because you know that the performance statistics are completely accurate. NSF certification gives you the means to find the best product for your needs.

This is why Multipure submits all of our drinking water systems for NSF testing and certification. NSF certification is our pledge to you that our water filters have been independently tested and certified to perform just as we claim. So, when you see that Multipure’s Aqualuxe removes 99.9999% of bacteria, 99.99% of viruses, and 99.9% of live cysts from drinking water, the Aqualuxe’s NSF P231 certification is proof of that. NSF certification is synonymous with integrity when it comes to drinking water filters. NSF certification is what gives consumers the power to choose the right product.