From misconceptions around hard water and chlorine to assumptions about bottled water and filtration, installers are often the first port of call when homeowners have questions about how their water behaves within the home.
Having a clear understanding of the common myths can help installers give customers practical, informed advice, making sure that filtration is recommended for the right reasons.
Joy Delaney, NPD & Technical Director at Doulton Water Filters, debunks five common water quality myths and shares practical advice installers can use when talking to customers.
1 – MYTH: All tap water in the UK is exactly the same
REALITY: While drinking water across the UK must meet strict quality standards, the characteristics of the water supplied to individual homes can vary depending on its source and local geology. Water can come from different sources, including reservoirs and rivers, which can influence factors such as hardness and taste.
WHAT INSTALLERS SHOULD KNOW: If a customer comments that their water tastes different after moving home or asks why their water behaves differently from their previous property, this doesn’t necessarily indicate a problem with the supply. Understanding the local water characteristics can help installers recommend a filtration system that is appropriate for the customer’s needs, rather than assuming one solution will suit every household.
2 – MYTH: If tap water tastes or smells different, it’s unsafe to drink
REALITY: A change in taste or odour doesn’t necessarily mean that drinking water is unsafe. Chlorine is commonly used during the treatment process to help maintain water safety. Naturally occurring minerals can influence taste and water that has been sitting in household pipework overnight, so it may taste different when first poured.
WHAT INSTALLERS SHOULD KNOW: When a customer raises concerns about taste or odour, it’s important to understand the issue before recommending a solution. Ask whether the change is new, whether it affects hot water, cold water or both, and whether it occurs consistently. If there is a persistent or significant change in colour, taste or odour, customers should be directed to their local water supplier for advice.
3 – MYTH: Bottled water is more regulated than tap water
REALITY: Many consumers assume bottled water is subject to more rigorous testing than tap water, but the regulatory frameworks are different. In England and Wales, regulations do not set a minimum sampling frequency for microbiological or chemical parameters across bottled water, with producers retaining responsibility for their own food-safety duties. Consumers therefore shouldn’t automatically assume that bottled water is the more rigorously tested or higher-quality option.
WHAT INSTALLERS SHOULD KNOW: Customers may ask whether installing a filtration system is necessary because they already buy bottled water. This is an opportunity to explain the benefits of treating water at the point of use and reducing reliance on single-use bottles, while being clear about what a particular filtration system is designed to reduce and why it may be suitable for their needs.
4 – MYTH: Cloudy water means it’s contaminated
REALITY: Cloudy or milky tap water is often caused by small air bubbles becoming trapped in the water, usually following changes in water pressure or maintenance work. In many cases, these bubbles disappear after the water is left to stand for a few minutes.
WHAT INSTALLERS SHOULD KNOW: Don’t automatically assume that cloudy water is something a filter needs to address. If cloudiness persists or is accompanied by a noticeable change in colour, taste, or odour, customers should contact their water supplier for advice. This helps installers distinguish between a potential supply issue and a situation where filtration may be appropriate.
5 – MYTH: All water filters work in the same way
REALITY: Water filters use different technologies and aren’t necessarily designed to reduce the same contaminants. Filtration performance, cartridge lifespan, and certifications can also vary between products. Recognised independent standards, such as NSF and WRAS, can help customers understand whether a system has been assessed against the relevant requirements.
WHAT INSTALLERS SHOULD KNOW: Rather than recommending a filter based solely on a customer’s general desire for ‘cleaner water’, start by understanding what they’re looking to achieve. Are they concerned about taste and odour, a particular contaminant, hard water, or simply looking for an alternative to bottled water? From there, installers can recommend a system and cartridge that is appropriate for the household, while helping customers understand what the system is designed to do.
