CCCS warning to Purexygen for false claim on filtered water, No POFMA issued

SINGAPORE:  The Competition and Consumer Commission Singapore (CCCS) has issued warnings to Purexygen, a water filtration company, and its directors for engaging in unfair practices, including making misleading claims about the health benefits of filtered water.

In a statement released on Thursday (21 March), the CCCS announced that it is currently reviewing the marketing practices, accreditation, certification, and health benefit claims of water filtration system suppliers as part of its ongoing market monitoring efforts within the industry.

The commission investigated Purexygen, a supplier of water dispensers, alkaline water filtration systems, and maintenance system packages for consumers, under the Consumer Protection (Fair Trading) Act (CPFTA).

The investigation revealed that the company had engaged in “unfair practices” between September 2021 and November 2023.

During this period, Purexygen made misleading claims on its website and social media platforms regarding the health benefits of alkaline or filtered water, falsely suggesting their ability to prevent conditions such as osteoporosis, acid reflux, blood pressure issues, and diabetes.

Additionally, the company misled customers by falsely stating in its Carousell listings that its water faucet and water dispenser were available for free for a limited time, despite these items being provided to all Purexygen customers free of charge at all times.

Furthermore, the company provided false excuses for the “persistent delay” in supplying a customer with the purchased water filters.

According to CCCS, Purexygen also falsely claimed in sales kits used for customer pitches that its water filters had undergone testing by accredited testing bodies.

The commission also emphasized that Purexygen misrepresented to consumers in the terms and conditions of service agreements by stating that payments made for the activation fee and maintenance service package under direct sales contracts were non-refundable.

Furthermore, the company omitted to inform consumers about their right to cancel direct sales contracts under the CPFTA and failed to mention that any payments made under cancelled contracts would have to be refunded to the consumers.

Following the investigation, CCCS reported that Purexygen has made changes to its business practices to comply with the CPFTA.

These changes include removing false claims from its sales kit and misleading listings on Carousell, as well as ceasing the dissemination of misleading health benefit claims associated with alkaline and filtered water.

Additionally, Purexygen has fulfilled its obligation to provide water filters to the affected customers.

CCCS said the company also stopped engaging in unfair practices, cooperating fully with the Consumers Association of Singapore (Case) to address consumer complaints, implementing an internal policy to ensure compliance with the CPFTA in all marketing materials, and ensuring that its employees are well-versed in identifying behaviours that may constitute unfair practices.

“Purexygen’s directors, Mr Heng Wei Hwee and Mr Tan Tong Ming have similarly given undertakings that Purexygen will not engage in the identified unfair practices referred to above,” said CCCS in the statement.

“In closing the case, CCCS has accepted the undertakings of Purexygen and its directors and also issued warnings to Purexygen and its directors regarding the unfair practices. ”

“CCCS will take action if Purexygen or their directors breach the undertakings or engage in any other unfair practices.”

Sia Aik Kor, CEO of CCCS, emphasized the importance for suppliers in the water filtration system industry to ensure that all marketing claims are transparent, accurate, and supported by evidence.

She highlighted that suppliers should periodically review their business practices to prevent unfair practices.

“Under the CPFTA, CCCS can seek out court orders against errant suppliers who persist in unfair practices.”

CCCS also encourages customers who encounter false or misleading claims to seek assistance from Case.

Notably, no POFMA (The Protection from Online Falsehoods and Manipulation Act) correction direction was issued to the company. POFMA aims to protect the Singapore public from online harm by addressing the spread of falsehoods.

PUB earlier clarified Singapore’s tap water safe to drink, discrediting need for additional filtration

Earlier in February, another water and air purifier brand Sterra was investigated by CCCS for implying through an online ad that Singapore’s tap water was unsafe to drink, prompting public concern.

Sterra’s ad falsely claimed the presence of harmful micro-organisms like bacteria and algae in the tap water. Following criticism, the firm removed the misleading ad.

In response, Singapore’s national water agency PUB reassured the safety of tap water and its daily testing for quality assurance.

As reported by Singapore state media CNA, PUB labelled Sterra’s ad as “misleading” and reiterated the adherence to strict regulations and WHO guidelines for drinking water quality.

“Every day, water samples are taken from our distribution network across the island and tested. ”

“Our tap water complies with the Environmental Public Health (Water Suitable for Drinking) (No.2) Regulations 2019 and is well within the WHO Guidelines for Drinking-Water Quality,” said PUB.

“There is no need for any point-of-use water treatment or filtering devices to further treat the water.”

PUB has urged Sterra to stop spreading misleading content online and reassess its marketing strategies.

“PUB had previously issued a number of advisories to Sterra to emphasise that the company should cease such misleading advertisements. We have issued another advisory to Sterra in response to this latest advertisement,” it said.