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 chemical and physical contaminants, including lead, mercury and certain pesticides. Certified to reduce lead and 10x more chemical contaminants than Brita's® leading pitcher filter (Versus best-selling Brita® pitcher filter OB03. Brita® is a trademark of Brita LP.) As the #1 selling brand in faucet filtration (Based on Nielsen sales data for the 52 weeks ending 05/01/21), PUR has been developing innovative technologies for superior water filtration for over 30 years. Color: White.