Sterra Apologises and Undertakes to Stop False and Misleading Marketing Practices

CCCS initiated an investigation into Sterra Tech Pte. Ltd. (“Sterra”) earlier this year under its fair trading laws after receiving several complaints^[1] on an online advertisement by Sterra in February 2024, which had falsely claimed that Singapore’s tap water is unsafe for direct consumption without being filtered using water purifiers sold by Sterra (“the Advertisement”).^[2] Investigations also revealed that Sterra had made other false and misleading representations on its website between February 2023 and March 2024.

Following the investigation, Sterra has given an unequivocal apology and provided an undertaking to CCCS that it will, amongst other things:

1. Stop its unfair trade practices and put in place an internal compliance policy to ensure that its marketing materials comply with fair trading laws;

2. Put up a public apology in relation to its Advertisement on its website and social media channels for 30 days; and

3. Cooperate with the Advertising Standards Authority of Singapore (“ASAS”) and Singapore public agencies including PUB, Singapore’s National Water Agency to resolve all complaints by consumers and publish clarifications in relation to any advertisements that are found to be misleading by ASAS or the public agencies.

In closing the case, CCCS has accepted the undertakings and issued warnings to Sterra and its directors. CCCS will take action if the undertakings are not complied with.

While CCCS will continue to monitor the industry, consumers must also remain vigilant and conduct their own research before making any purchasing decision.

Please refer to the media release for more details.

^[1] This includes a complaint from PUB, Singapore’s National Water Agency

^[2] The Advertisement purported to feature a microscopic view of Singapore’s tap water, when it was in fact footage of beach water, to mislead the viewer into forming the impression that Singapore’s tap water contains harmful microorganisms like bacteria and algae. The Advertisement also falsely claimed that footage of clean water seen under a microscope was filtered by a Sterra water purifier when it was, in fact, footage of bottled water