The Association of Home Appliance Manufacturers (AHAM), in partnership with manufacturers of 17 refrigerator brands, will launch a campaign to educate consumers on the growing risk of unknowingly buying counterfeit and deceptively labeled water filters for refrigerators.
The campaign, “Filter It Out,” provides information and resources to assist consumers in their search for replacement filters that are reliable and can be trusted to filter out impurities in their drinking water.
“Counterfeit and deceptively labeled filters are sold every day through various online channels,” said Joseph McGuire, AHAM president and CEO. “In many cases, the filters appear identical to brand-name products, but do not meet the safety and structural standards that consumers, manufacturers and regulators expect.”
According to McGuire, a significant percent of replacement filters are purchased on the Internet, making efforts to seize counterfeit and deceptively labeled products difficult. “Manufacturers are working directly with online retailers and U.S. Customs and Border Protection to remove counterfeit and deceptive filters from circulation. However, there’s a growing need for consumers to understand the problem and help take action to address it,” he said.
With new awareness comes a search for information, almost exclusively online, where trustworthiness of products presents challenges, said Jill Notini, AHAM vp/communications and marketing. “Working with manufacturers from across the industry, we’re designing Filter It Out with the busy consumer in mind and including an educational website and targeted outreach program that grows over time.”
“The coalition supporting this campaign underscores the value and potential it brings,” Notini added, noting that participating AHAM member company brands include: Amana, Beko, Blomberg, Bosch, Electrolux, Frigidaire, Gaggenau, GE, Jenn-Air, KitchenAid, LG, Maytag, Miele, Samsung, Sub-Zero Wolf, Thermador and Whirlpool.
“All agree that the risks to consumers posed by counterfeit and deceptive water filters must be better understood so consumers can avoid bringing potential harm to their appliances, homes and most importantly their families,” she said.