Filtering the fine print

Water Filter

The confusion resulting from reports about pesticides in bottled water and soft drinks saw a few companies sneak-ride upon the concerns of the bewildered common man. Take, for instance, the ad for Usha Brita Waterguard (in The Hindustan Times, September 6, 2003), which instead of detailing the cleaning process, gives visual prominence to news clippings of reportage on pesticides in bottled water.

The ad cleverly uses the words "100 per cent safe' just below these news clippings. A casual reading suggests that the filter offers 100 per cent protection from pesticides. You need a magnifying glass to read what the fine print actually has to say about the "100 per cent safe' claim