News Releases

WQA’s revised Code of Ethics takes effect in 2020
Changes are aimed at avoiding consumer confusion

LISLE, Ill.(Dec. 16, 2019)  - The Water Quality Association’s revised Code of Ethics, which guides members in the use of marketing terms aligned with those published in the WQA Knowledge Base Glossary, goes into effect Jan. 1, 2020. One specific concern addressed by the revisions is companies using the term “water softener” inconsistent with the way industry professionals understand and use it.

 “We’re providing marketing guidance to avoid consumer confusion based on how companies market their products,” said WQA Executive Director Pauli Undesser. “Industry professionals have defined terms for saltless water treatment devices in the WQA glossary, and we expect our members to use those terms appropriately.”

To give the industry time to adapt to the change, WQA posted the revised code on its website last spring and has been answering questions, proactively contacting companies misusing terms and providing expertise on the issue to its members as needed throughout 2019. The revisions will be explained and discussed again in detail in a session planned for the first day of the 2020 WQA Convention & Exposition April 1-3 in Orlando, FL.

All WQA members pledge to abide by the Code of Ethics. If an investigation finds a member company has violated the Code and created consumer confusion, the company can be subject to cease-and-desist directives or even termination of their WQA membership.

Any member with specific questions related to the WQA Code of Ethics should contact Quality     Manager Tambra Thomas.


WQA is a not-for-profit trade association representing the residential, commercial, and industrial water treatment industry. WQA’s education and professional certification programs have been providing industry-standardized training and credentialing since 1977.  The WQA Gold Seal certification program has been certifying products that contribute to the safe consumption of water since 1959. The WQA Gold Seal program is accredited by the American National Standards Institute (ANSI) and the Standards Council of Canada (SCC).

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