Each PUR water filter is certified to reduce mercury and certain industrial pollutants, as well as reducing chlorine (taste and odor) and more (PUR does not filter microbes.). The filter lasts up to 2 months and gives you 40 gallons (or 640 8oz cups) of cleaner, great-tasting water. PUR's superior filter technology uses activated carbon and ion exchange media to reduce 2x more contaminants than Brita's leading pitcher filter (Versus best-selling Brita pitcher filter OB03. Brita is a trademark of Brita LP.).