ABC News 20/20 Is Wrong About Bottled Water

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NEWS RELEASE

For Immediate Release
May 7, 2005

CONTACT: Bridget Wells
703-647-4607

ABC NEWS 20/20 IS WRONG ABOUT BOTTLED WATER

IBWA Stands Up for Consumer Bottled Water Choice

ALEXANDRIA, VA -- The ABC-TV News program "20/20" on May 6, 2005 aired an inadequately researched and lopsided segment on bottled water that did not provide consumers with the basic facts about this important consumer food product. The International Bottled Water Association (IBWA) asserts that programming lacking balance as this segment did, is a disservice to consumers who should remain comfortable in choosing bottled water for refreshment and hydration or in times of need.

"The good news is that the laboratory tests performed on bottled water came back with flying colors with all results demonstrating the consistent safety and quality of bottled water. This is a crucial fact that was glossed over in the program." said Stephen R. Kay, IBWA Vice President of Communications. "And the other good news is that all brands fared very well in the consumer taste tests, something attributable to bottled water's consistent good taste."

IBWA shares the following points that may help consumers make balanced decisions about their drinking water and beverage choices:

Consumers Demand Bottled Water

• 20/20's admittedly "non-scientific" taste test, where some respondents gave New York City tap water high marks, indicates that New York City tap water providers deliver quality drinking water. The 20/20 taste testers also rated bottled water highly.
  
  
• But consumers in New York and other cities across the United States choose bottled water because they are not always satisfied with the aesthetic qualities (e.g., taste, odor, color) of their tap water. Where the five brands of bottled water taste-tested by 20/20 fared well, there was not an "apples to apples" comparison where tap water samples from other municipalities should have been tasted and compared.
  
  
• There are thousands of tap systems across the US, most of which are succeeding; but others are faced with occasional "challenges" or natural events such as hurricanes, blizzards or floods that may cause service interruptions. In these cases, consumers, often at the behest of state agencies, have boil or bottled water alerts. The bottled water industry works in partnership with states/localities to provide bottled water to households during these events.
  
  
• It does not, however, always boil down to a tap versus bottled water choice. Many consumers likely drink both bottled and tap water, depending on their circumstances.
  
  
• If a consumer chooses to carry around a personal container and fill it with tap water, drink from a public water fountain, use the sink at home or work, or make any other beverage choice, the bottled water industry does not disparage these choices.
  
  
• Widespread bottled water advertising is a recent development. Consumers have, for many decades, selected bottled water based on its merits, not on a massive ad campaign. Further, typical bottled water advertisements focus on brand and lifestyle attributes and the value of water - and bottled water - for refreshment and hydration and there is no industry-wide campaign to demean the quality of tap water. IBWA members ascribe to the IBWA Code of Advertising, which encourages members not to disparage tap water.
  
  
• Considering our national (and global) obesity epidemic as reported by government agencies and health experts worldwide, water -- and the selection of bottled water - provides a beverage that helps individuals avoid or moderate calories or ingredients such as caffeine, sugar, alcohol, and artificial coloring or flavoring.
  
  
• Also consider the recently released USDA "My Food Pyramid" and Dietary Guidelines, which encourage physical activity and choice of healthy foods and beverages, it makes sense to encourage consumers to drink plenty of water, bottled water included.
  
  
• Consumers recognize the value of bottled water and view it as a worthwhile expenditure because of the convenience and consistent safety, quality and good taste. Statistics from the Beverage Marketing Corporation show that in 2003, bottled water became the second most consumed beverage behind carbonated soft drinks and this trend continued in 2004. Key statistics from 2004 demonstrate continued consumer demand for bottled water with bottled water volume of nearly 6.8 billion gallons, an 8.6 percent increase over 2003, and 2004 bottled water per capita consumption level of 23.8 gallons, compared to 22.1 gallons per capita the previous year.

The Value of Bottled Water, Why It Costs Money and Tap Water Is Not Free

• The bottled water industry does not receive government subsidies, does not use government facilities for water delivery and does not have free access to water sources.
  
  
• Tap water is not free. Households and businesses pay water/utility bills as rate-payers. Further, these systems may be supported by taxes and government subsidies. And, according to organizations representing the tap water industry, EPA, state governments and others, the tap/drinking water infrastructure is in need of repair, maintenance and/or upgrade or aging pipes and distribution systems. The cost of this has been estimated to be in the trillions of dollars, which is expected to result in a per-household cost that may be several thousand dollars.
  
  
• The cost of bottled water to the consumer includes the cost of the water at the source, operation of facilities to process and/or package the water, quality control equipment and staff, regulatory compliance, the bottling operation and delivery costs, which include personnel, route management and equipment.
  
  
• Waters used for bottled water come from private springs, wells, underground aquifers or from municipal sources. Costs per gallon at the source vary widely by region and source.
  
  
• Consumers recognize the value of bottled water and view it as a worthwhile expenditure to ensure that they are enjoying high quality water that is safe to drink.
  
  
• Substantial costs may be incurred to secure high quality water supplies. These include land acquisition, returning land to non-commercial or non-agricultural use, land management and land grading.
  
  
• Ongoing quality monitoring, frequent water testing and plant inspections account for significant costs for each bottler. The IBWA Model Code, followed by all IBWA members, requires daily microbial sampling and analysis.

Regulations and Safety

• Bottled water is comprehensively regulated at the federal level by the U.S. Food and Drug Administration (FDA) as a packaged food product. By law, FDA bottled water standards must be at least as stringent and protective of public health as U.S. Environmental Protection Agency (EPA) tap water standards. On top of this, bottled water is subject to additional FDA bottled water-specific standards and Good Manufacturing Practices (GMPs), as well as general food regulations that help ensure the safety of our nation's food supply.
  
  
• FDA mandates compliance with bottled water standards including microbiological standards and regulations for inorganic chemicals, secondary inorganic parameters, volatile organic chemicals, semivolatile organic chemicals, synthetic organic chemicals, radiological contaminants, water properties, and additional regulated substances.
  
  
• FDA requires bottled water companies to adhere to the bottled water Standard of Identity, which establishes uniform labeling terms that mandate specific conditions and other factors as to how a brand may be labeled. Some of the regulated terms commonly used include, "spring water," "artesian water," "purified water," "distilled water," "sparkling bottled water," and "mineral water;" labeling terms to which a consumer should pay attention.
  
  
• If a consumer desires spring water, they should select a brand that carries the "spring water" Standard of Identity. The same holds true for purified water or any of the other bottled water categories as defined by FDA.
  
  
• If incorrectly labeled, bottlers are subject to FDA misbranding and other provisions. Further, like all FDA-regulated food products, bottled water is subject to recall, seizure or other enforcement actions to help ensure that mislabeled, misbranded or adulterated product does not reach the consumer.
  
  
• In addition, IBWA bottler members take extra measures to help ensure that their products and production facilities adhere to FDA and state regulations as well as the IBWA Model Code, a set of standards that in certain cases exceeds those required by federal and state authorities.
  
  
• Bottled water products are produced utilizing a multi-barrier approach, from source to finished product, that helps prevent possible harmful microorganisms from contaminating the finished product as well as storage, production, and transportation equipment. Measures in a multi-barrier approach may include source protection, source monitoring, reverse osmosis, distillation, filtration, ozonation or ultraviolet (UV) light. Many of the steps in a multi-barrier system may be effective in safeguarding bottled water from microbiological and other contamination. Piping in and out of plants, as well as storage silos and water tankers are also maintained through daily sanitation procedures. In addition, bottled water products are bottled in a controlled, sanitary environment to prevent contamination during the filling operation.
  
  
• Municipal sourced bottled waters municipal sourced bottled waters are valid, regulated and accepted by FDA and state governments. Those that are purified, per the FDA bottled water Standard of Identity, must meet the definition of purified water in the United States Pharmacopoeia and labeled appropriately as "purified water" or other suitable names for treated bottled water such as "distilled water" or the other allowable terms.
  
  
• All bottled water brands tested by 20/20 for this report had excellent results of their microbiological lab tests, a point that was glossed over in the final segment.