London — Millions of UK consumers could be drinking tap water contaminated with dangerous levels of so-called “forever chemicals,” prompting renewed calls for government action from Swedish water technology company Bluewater.
The company’s appeal follows a BBC investigation revealing that more than six million Britons are being supplied with water containing potentially harmful concentrations of PFAS — a class of synthetic chemicals linked to serious health conditions including cancer and liver damage.
In response to the findings, Bluewater founder and CEO Bengt Rittri urged greater transparency, stronger regulation, and faster deployment of purification technology to protect public health.
“The BBC-spotlighted findings confirm that even in countries with advanced water systems from Europe to North America, safety can no longer be taken for granted,” said Rittri.
Growing Evidence of Widespread Contamination
PFAS — short for per- and polyfluoroalkyl substances — have been used since the 1940s in products such as non-stick cookware, textiles, and firefighting foams. The chemicals are highly resistant to degradation, meaning they persist in the environment and accumulate in soil, waterways, and even human tissue.
A 2024 study conducted by Bluewater found “significant contamination” of London’s tap water with PFAS and PFOA, substances associated with cancers, thyroid disease, liver damage, asthma, allergies, reduced fertility, and developmental problems. The report echoed a 2023 warning by the Royal Society of Chemistry that the UK was “lagging behind” other developed nations in establishing safe limits for PFAS exposure.
According to the BBC’s review of enforcement notices issued by the Drinking Water Inspectorate, PFAS concentrations in several regional water networks were high enough to “constitute a potential danger to human health.” The World Health Organization has also identified a link between PFAS compounds and certain cancers, with experts warning that thousands of similar unregulated chemicals may pose similar risks.
“People in the developed world generally trust that the water coming from their taps is safe to drink,” said Rittri. “But the truth is, most modern water treatment systems, whether in the UK, EU or USA, weren’t designed to handle these persistent pollutants. It’s time for consumers to rethink how we protect ourselves and our families.”
A Call for Innovation Over Plastic Reliance
While some consumers have turned to bottled water in search of safer alternatives, Rittri cautioned that the solution may be equally problematic.
“Single-use or throwaway plastic bottles create their own health and environmental problems,” he said. “They leach microplastics and add to the global waste crisis. That’s not the answer.”
Instead, Bluewater advocates for the use of advanced purification technologies that can remove PFAS, microplastics, and other contaminants directly at the point of use. The company’s under-sink filtration systems aim to provide households and businesses with access to cleaner and safer water without relying on single-use plastics.
“Access to pure water shouldn’t be a privilege,” Rittri added. “It’s a basic human right and one we can protect with innovation rather than throwaway habits.”
Broader Policy Implications
The BBC investigation and Bluewater’s findings add to growing pressure on UK regulators to tighten standards on PFAS contamination. While the European Union and the United States have taken steps to set enforceable limits on certain compounds, the UK has yet to adopt comprehensive thresholds. Environmental groups and scientists have called on the government to follow international examples by banning non-essential PFAS uses and investing in water treatment infrastructure.
Rittri, who is recognised internationally as an “ecopreneur” and sustainability advocate, has previously campaigned for global restrictions on PFAS and single-use plastics. His company argues that addressing contamination at its source, combined with consumer-level filtration, could help rebuild trust in public water systems.
About Bluewater
Founded in Stockholm in 2013, Bluewater has become a leading innovator in sustainable hydration and water purification. The company’s technology is used in homes, hotels, cafés, and major global events to deliver purified drinking water without plastic waste. Bluewater has received multiple accolades, including two Fast Company World Changing Ideas Awards, the K&B Kitchen Innovation of the Year Award, and the 2024 GOOD DESIGN® Award.
The company’s mission is to “be the world’s most planet-friendly water purification and beverage company,” helping reduce plastic pollution and promote access to clean, safe water for all.
For more information, visit www.bluewatergroup.com.
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