Sterra said Singapore's tap water was unsafe — the video came from a pond, CCCS found

In February 2024 Sterra, a Singapore seller of air and water purifiers, ran an online ad claiming the city's tap water was unsafe to drink without Sterra's filters, suggesting it held harmful micro-organisms such as bacteria and algae. The ad featured a 'nasty microscope video' implying contamination. NTU PhD student Clarence Sim called it out publicly: the footage was not tap water — it came from a pond. Complaints followed from two members of the public and from PUB, the national water agency.

CCCS, the competition and consumer watchdog, investigated and found more. Between February 2023 and March 2024 Sterra's website had advertised three air-purifier models as made in Singapore when they were made in China, and two water-purifier models as Korean when they were made in China too; its discounts cited 'usual' prices that were not genuine previous prices. PUB said Singapore's tap water meets WHO guidelines and needs no point-of-use treatment, warning that such claims could hit public confidence in the water supply.

On 30 August 2024 CCCS accepted undertakings from Sterra — stop the unfair trade practices, implement a compliance policy, co-operate with the Advertising Standards Authority of Singapore and PUB — and personal undertakings from directors Lim Liangzhi and Lim Wei Hou. No fine was imposed: CCCS cannot fine for unfair trade practices, only seek court orders. Warnings were issued, Sterra apologised on social media, and CCCS said firmer enforcement would follow any breach.