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Protect against PFAS

with the CLARITY Protect Filter

Protecting water, protecting health

You’ve probably heard of PFAS or “forever chemicals”. These synthetic chemicals have been used in everyday products for decades. But their resistant properties mean they’re slow to break down and can seep into water supplies.

The potential health risks of PFAS are still being researched. But in the meantime, a positive action for your business, employees and guests is to use a PFAS filter. Read on to learn more about PFAS and how the CLARITY Protect filter works to provide exceptionally clean, safe water.

A low-angle photograph of green grass and a bright sky with white clouds.
Map of Europe showing known PFAS contamination sites, with the highest concentration of recorded sites in Western and Central Europe.

Forever chemicals

PFAS (per- and polyfluorinated alkyl substances) are a group of around 10,000 highly persistent chemicals. Industries worldwide have used PFAS since the 1950s. They’re found in everyday products from non-stick cookware to waterproof clothing and cleaning agents.

PFAS are so widely used because of their desirable properties. They’re stable under intense heat and are extremely resistant to water, dirt and grease. PFAS are amongst the strongest chemical compounds we know.

But once they are in the environment, it takes thousands of years for these substances to break down. They’re often called “forever chemicals.”

A growing concern across Europe

While they offer industrial benefits, PFAS are not naturally occurring. Yet they’re found in the environment everywhere: in water, soil, and air. According to recent studies, over 12.5 million Europeans live in areas with PFAS-contaminated drinking water.¹ These chemicals are found across the continent, from groundwater systems to surface water sources.

Hotspots include industrial zones and agricultural regions. PFAS are also found in areas near firefighting training sites. In the 20th century, firefighting foam containing the persistent chemicals was still used.

Long-term impact of PFAS: an open question

PFAS are widespread throughout the environment. But what impact does this have on human, animal and plant life? Traces of PFAS can be found in the blood of almost everyone today. Though the full health risks are still under research, these chemicals may be carcinogenic and harmful to human health. Because PFAS take decades to break down, there’s an urgent need for action to protect public health and biodiversity.
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EU action against PFAS

Legislators recognise the potential negative impact of PFAS and have taken action in recent years. For example, one chemical in the PFAS group – PFOA – has been banned in the EU since 2020.

Since 1 January 2023, the EU have enforced maximum PFAS levels for certain food products. These include fish and fishery products, crustaceans and molluscs, meat, eggs, and products made from these. In January 2024, the EU Commission defined PFAS analysis methods, including detection limits and sampling frequency. And from January 2026, EU member states must comply with these limits.

PFAS and your business

In workplaces, hospitality and healthcare, PFAS exposure can happen through drinking water. This impacts employees and customers alike. Experts estimate that up to 17% of PFAS accumulation in people living in Europe is attributable to drinking water intake.

As a manager or business owner, you naturally have concern for the well-being of employees and guests. A safe drinking water supply creates a positive, comfortable environment where people feel motivated. And that’s one factor in a thriving organisation. How can you be sure you’re offering the best drinking experience for health and well-being?
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BRITA CLARITY Protect

Many are only now waking up to the problem of PFAS. But you can rest assured that BRITA has had a tried and tested solution for many years: the CLARITY Protect filter in your dispenser.

To reduce PFAS in drinking water, experts recommend sorption methods. Activated carbon is one of the classic sorbents that have been intensively tested for the reduction of PFAS. Our special BRITA activated carbon comes from crushed and processed coconut shells, a by-product of the coconut harvest.

Our activated carbon has a particularly porous surface structure, which gives it a high adsorption capacity for PFAS. One teaspoon has the inner surface area of an entire football pitch.

The BRITA CLARITY Protect filter is proven to reduce over 99% of PFAS.² That’s as well as reducing microplastics, bacteria, metals, pharmaceuticals, chlorine and other substances that impair taste and odour. So, everyone can enjoy safe, pristine water. 

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  1. Legend: Dark blue are countries in which BRITA sells directly, light blue are countries to which BRITA distributes. The red dots in different degrees indicate the level of PFAS contamination. Data source: Forever Pollution Projekt, 2024.

  2. According to NSF Standard 53 by an independent institute