Water & Air – Filter Systems News

A few days ago, a Canadian news source put out an article called, “Bottled water not so bad.” Naturally, I was curious. There have been a lot of recent desperate attempts by the bottled water industry to reclaim its hold on the convenience-obsessed, consumer culture of America. The IBWA has put out several videos, such as “The Real Story of Bottled Water,” defending bottled water from the criticism it has received from environmental enthusiasts like Annie Leonard, or Stephanie Soechtig – director of the documentary “Tapped” – who claim that bottled water is an expensive marketing scam that’s bad for the environment. (In case it’s not obvious by now, we tend to agree.)

This article, along with several other recent news sources, claims that bottled water’s environmental footprint is not that bad, when compared to that of other packaged consumer goods. According to the article, “the average bottle of water travels about 250 kilometers from source to shelf.” Hmm… now I know Fiji is not your “average” bottle of water, but last I checked, it was a lot farther than 250 kilometers.  This article also makes the point that bottled water is 100 percent recyclable. The problem, however, is that not much of it is actually recycled. Though the recycling rate of bottled water has risen, according to a recent report, we are still left to deal with the remaining 69 percent that continue to pollute our landfills.

The only seed of hope that I saw in this argument was this: “Plastic beverage containers represent less than one-fifth of one per cent of the waste stream. Bottled water packaging represents 40 per cent of that.”

Perhaps that’s because more people are beginning to realize the wastefulness of plastic bottled beverage consumption. IBWA has proudly reported that the recycling rate of bottled water has increased to 31 percent. Well, of course it has. If fewer people are choosing to drink beverages sold in plastic bottle containers, even if the amount of bottles recycled remains the same, the rate of recycling is bound to increase.

Perhaps you’re a little hesitant to trust the water that comes out of your tap, especially in light of the recent discovery of hexavalent chromium (a.k.a. chromium-vi, or chromium-6) in water, in 31 cities across the U.S. If you think bottled water will save you, think again. Your best bet is to buy a reverse osmosis filter. Even the Environmental Working Group admitted that bottled water will not guarantee protection from this carcinogenic substance.

Once again, the bottled water industry has put its best, most defensive foot forward, but we are still not quite convinced. Nice try, though. Good game.

As we know from previous posts, the International Bottled Water Association has made multiple efforts to save face in the wake of environmentalist criticism. Two recent lawsuits, one against Eco Canteen, and one against ZeroWater, may be the organization’s most desperate attempts yet. In fact, these might even deserve a spot next to Nestle Waters as some of the most ridiculous lawsuits of all time.

IBWA has accused both companies of making “false and misleading claims” in their advertisements. These include the claim that plastic bottles contain harmful chemicals like BPA that leech into water, or that bottled water is unsafe and the act of recycling single-use bottles releases toxic substances into the environment. IBWA was victorious in its lawsuit against Eco Canteen, a distributor of reusable, stainless-steel water bottles. ZeroWater, maker of a 5-stage ion exchange water filter, has agreed to settle peacefully by retracting any and all false claims.

Perhaps the IBWA simply can’t handle all of the bad press it has received from bottled water critics – which could explain their recent back-to-back release of several online videos that advocate bottled water as a “safe and healthy alternative.” While it is certainly an alternative to less healthy sugary beverages, some might argue that the presentation of bottled water as “safe and healthy” in and of itself is just as “false and misleading” as some of the advertising claims made by the defendants in both lawsuits. A quick glance at our list of the “Top 10 Most Disturbing Things in Our Water” reveals that not all bottled water is as “safe and healthy” as  companies claim. (Pay special attention to #5 and #1 on this list, and you’ll see what we mean.)

In defense of the IBWA, it is true that the claims made by ZeroWater and Eco Canteen were indeed misleading. Though BPA and phthalates are used in the manufacture of many reusable plastic bottles, they are not contained in the single-use varieties.  Moreover, not all bottled water is unsafe or unhealthy, and it is certainly healthier than soda. Still, we can’t discount the negative environmental effects of the tons of plastic waste that go unrecycled each year – of which, single-use plastic water bottles are a part (albeit small). Nor can we ignore the ridiculous costs associated with this supposedly more convenient product. Bottled water is expensive, and in many cases is nothing more than purified tap water – a natural commodity that can easily be obtained from the kitchen sink with the use of a faucet water filter, or a reverse osmosis filter, if you’re looking for more advanced filtration. It’s not rocket science; mere common sense will persuade the average consumer that filtered tap water is a safe alternative that is both tasty and eco-friendly.

Frankly, such desperation on the part of the IBWA just makes me sad. Who’s next? Annie Leonard?

Last month, we wrote about the International Bottled Water Association‘s video, “The Real Story of Bottled Water,” a quirky rebuttal to Annie Leonard’s film – “The Story of Bottled Water” – on the bottled water industry’s dishonest marketing tactics. In their latest film, “The Inner Workings of a Bottled Water Plant,” the IBWA resorts to such tactics again:

While the intentions of the video are clearly to make the process of bottling water seem  both interesting and necessary, the tactics used just aren’t that convincing. From the beginning, it becomes obvious to viewers just how wasteful the bottled water industry really is.

The tour guide in the film emphasizes the fact that the source of the water bottled in his plant is a “natural spring,” which “flows year round.” He says, “If we were not in the bottled water business, it wouldn’t make any difference. It would still be flowing. It’s a natural spring.” This statement – likely unintentionally – makes the activity of buying bottled water seem ridiculous.  Since it flows naturally and freely from the ground all year long – why pay for it?

The plant admits to producing 150,000 gallons of water and up to 30,000 bottles of water a day. Filtered water and plastic, moreover, are not the only materials used in production – the plant houses thousands of product labels, which are placed on the bottles once they are filled and capped. The girl featured in the film compares the myriad of labels to the layout of a fabric store – and this is hardly an exaggeration. The tour guide mentions that labels establish the “brand identity” of each bottle, but fails to point out that the same water goes into every bottle, no matter which label is placed on it.

It seems that the only real selling point for bottled water is the fact that it  eliminates unwanted chemicals, like chlorine. But even that could be achieved with an in-home water filtration system, which is better for the environment and saves money.

Near the end of the film, the girl states: “I know I’m always gonna drink bottled water for the rest of my life.” After seeing all of the plastic and energy wasted in the production of bottled water – will you? Just like IBWA’s previous film, once again, I think this one’s a no-brainer.

Earlier this year, Annie Leonard’s short film “The Story of Bottled Water” blasted the bottled water industry for its deceptive marketing tactics.  She ruffled some feathers along the way, naturally, after suggesting that drinking bottled water is “about as cool as smoking while pregnant.”

Now, the International Bottled Water Association wants you to hear their side of the story. Not to be outdone by Leonard’s quirky little stick figures, “The Real Story of Bottled Water” uses a claymation water bottle to tell the real story of bottled water:

“The Real Story of Bottled Water” is actually correct in saying that the “demand for bottled water is consumer-driven, like any free market economy.” The video goes on to say that bottled water companies do very little advertising, and when they do advertise, they tout the health benefits of bottled water when compared with sodas. This is somewhat ironic, considering the film is an advertisement, and that bottled water offers no more health benefits than tap water.

The film’s high-pitched, clay narrator says that many people don’t like the smell of chlorine in tap water. But it refuses to mention that the taste and odor of chlorine can be removed easily with inexpensive fridge filters, pitcher filters or faucet filters.

The narrator goes on to say that bottled water is closely watched by the FDA, just like any food. The EPA ensures tap water is safe, but the film fails to mention that.

The bottled water industry is consumer-driven, so instead of criticizing bottled water manufacturers, we should be criticizing ourselves for drinking bottled water. After all, they’re not going to take money out of their pockets to tell us why bottled water is bad for the environment.

In closing, the narrator says that water bottles need to be recycled and do not belong in a landfill. It’s hard to deny that. But why not carry a reusable water bottle so that  new water bottles don’t have to be created in the first place? A lot of oil (and ironically, water) goes into manufacturing bottled water and shipping it all across the country.

Most of the film’s points can be easily refuted, but the little clay water bottle saves his best for last: “It’s a no-brainer: bottled water is among the most environmentally-friendly consumer products we have today.”

Mirriam-Webster defines “no-brainer” as “something that requires a minimum of thought.” I’d say “The Real Story of Bottled Water,” which greatly lacks the insight of Annie Leonard’s film, is just that.

Hollywood has long scared audiences with monstrous creatures just below the water’s surface. Usually these beasts are sharks, squid or some other creature of fancy, but in recent years filmmakers have turned their attention to even scarier things in our water. Sometimes the scariest water issues these filmmakers examine, however, have nothing to do with what’s actually in the water, but in who owns the water and who has access to this water.

Here are five must-watch movies about water issues that plague many around the world today:

1. The Story of Bottled Water – The quirky stick figures that help narrate this short film are funny, but the overall message isn’t. This film has spread like wildfire since premiering in March, and for good reason. In the film, director Annie Leonard and her troupe of stick figures share staggering facts about bottled water’s impact on our environment. You’ll never look at that bottle of Dasani in the same way again. At times funny and at times scary, this is one of the most talked-about movies about water issues out there.

2. Tapped -  Like Annie Leonard’s film, Tapped focuses heavily on the “marketing scheme” that is bottled water. The environmental impacts of bottled water are shown most notably in the shots of the Great Pacific Garbage Patch, a gyre of plastic products and other trash in the North Pacific that many estimate to be between Texas and the continental United States in size. The film also delves into the impact bottled water has on our own health, and talks about the danger inherent in bisphonel-A and other chemicals that have been found in some plastic bottles.

3. FLOW: For Love of Water – Whereas The Story of Bottled Water and Tapped focused on bottled water, FLOW looks at the dangers that may be in our tap water. But more than this, the award-winning documentary investigates the many ways that water is being privatized across the globe. The film is a call-to-arms, urging its viewers to stand up for their right to clean water. Finally, the film also shows the many people and organizations that are trying to fight such a fight.

4. Thirst –  Like FLOW, Thirst also investigates the privatization of water. The film follows grassroots initiatives in India, Bolivia and Stockton, California. Though they are all from different countries, these water activists are united against the global water privatization and agree that water should be a right, not a commodity to be owned.

5. The Waterfront – If you’re thinking by now that water issues primarily apply to third-world countries, think again. The citizens of Highland Park, Michigan are also fighting to keep their water from being privatized. With residents of the city receiving water bills as high as $10,000, you can understand why the film begs the question: “What if you lived by the largest body of fresh water in the world but could no longer afford to use it?”

These are by no means the only movies about water issues out there. Are there any we overlooked that you found particularly interesting?