Each PUR water filter is certified to reduce mercury and certain industrial pollutants as well as reducing chlorine (taste and odor) and more.* 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.*/**.