Ethical WQA Members

Ethical WQA Members
By Mark Timmons
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Ethical WQA Members

A couple of months removed from the WQA's Epic Announcement that WQA Members (Water Quality Association) who use false and deceptive terms, like "Salt-Free Water Softener" will have their memberships revoked effective January 1, 2020, I thought I would look at the status of what WQA Members who have used this deceptive term (Salt-Free Water Softener) have done:

  • Aquasana - Now owned by A.O.Smith, Aquasana was the first to redact the false and misleading terms. If you go to Aquasana's website,, you will see that they no longer call them "softeners" but rather "conditioners." Aquasauna should be commended for their honest and transparent actions.
  • Pelican - Sadly, Pelican continues to call their system a "Salt-Free Water Softener" when in fact, it does not soften the water. If you go to their website, www.Pelican, you will see right at the top of their website, they clearly say " AMERICA'S #1 SALT-FREE WATER SOFTENERS," which is a demonstrably false and reckless use of the term. Pelican is now owned by Pentair, who has a very nice webpage about "What We Stand For" ( Evidently, they stand for deception, because calling a product a "salt-free water softener" which does not, in fact, soften the water is a falsehood. Pelican has a WQA Logo on their site that says they are a member - I just wonder if they are going to wait until the end of the year to do the right thing or if they won't go ahead and do it now?
  • NuvoH2O - On their website ( they still call their product a "softener" when it does no such thing. I did not see the WQA Member logo on NuvoH2O's site, so maybe they have no intention of complying with the WQA Deceptive Advertising Edict.
  • Lifesource Water - Again, on their website,, they call their product a "salt-free water softener" while it does not, in fact, soften the water. The list that they are a WQA Member on their site, so one has to wonder when they intend to comply? Will they wait until the last minute or will they leave the WQA?
  • Filtersmart - At, they have a "Filtersmart Salt-Free Water Softener" listed, but it does not soften the water either. I do not see that they are WQA Members, so maybe they do not intend to comply with the WQA mandate.

Some people have asked, "Why are you so concerned about what your competitors are doing?" That's a fair question because generally, you should just take care of your own business. The reason I am concerned is two-fold:

  1. I hate to see consumers deceived into buying products that do not do what they say. That hurts the customer and gives the water treatment industry a "black-eye."
  2. We have literally lost hundreds or thousands of sales to the above-mentioned companies because we made the decision to tell the truth about our product.

The truth is: We have a product called "Limeblaster" that is a salt-free water conditioner. By the other companies standards, we should call it a salt-free water "softener" except for the fact, that just like their products, ours does not soften the water. Other companies just SAY that theirs softens the water and people fall for the lies every day.

Do your research and you will see that their salt-free softeners really do not soften the water. To remain a WQA Member they have to tell the truth. Maybe they have no intention of remaining a WQA member. But, I have one question: "If you are looking for a water treatment system, who will you trust - the companies who tell the truth or the companies who deceive?" At US Water Systems, we pride ourselves in telling you nothing but the truth - that's our promise to you.

To learn more about the WQA Code of Ethics, click HERE.

June 4, 2019
Denise Snyder
June 21, 2019 at 11:20 AM
Do you rent water softeners?
Mark Timmons
June 26, 2019 at 9:38 AM
No, but traditional dealers love rentals. They make a lot more on rentals than sales, which begs the question "Why Rent?"
July 2, 2019 at 11:15 PM
I feel uncomfortable when they trick customers