WQA Code of Ethics

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WQA is dedicated to promoting the highest principles of honesty, integrity, and professionalism in the water quality improvement industry. It is equally dedicated to preserving the consuming public’s right to quality water.

Why We Care About Ethics

WQA members represent the very best of the dealers, manufacturer-suppliers and consultants in the water treatment space. By adhering to the WQA Code of Ethics, they publicly state their commitment to upholding the high standards and ethical principles of the association. This is not only the right way to live, but it also makes the most sense when it comes to running a profitable business.

What it Means

Complying with the Code of Ethics means that members will conduct themselves as informed, law-abiding citizens; that they will accurately represent their credentials, training, equipment, and capabilities; and that they will ensure their products or services are properly applied and installed. Above all, they will not misinform or alarm customers about their water quality or the prescribed solution. This is an important distinction for consumers to keep in mind when dealing with any water treatment professional.

A Standard Consumers can Trust

WQA member companies agree to abide by the Code of Ethics in all business practices and interactions with consumers. Benefits include:

  • Fair and honest business practices
  • Dependable service
  • Follow-through on all commitments
  • Good judgment in recommending a product or service
  • Respect for the customer
  • Recommending only what the customer needs

Ethics in Training

WQA’s Training and Professional Certification program provides coursework in WQA’s Code of Ethics. Certified Professionals learn how to apply ethical considerations in all they do, from field installation to over-the-phone sales calls.  Learn more about Professional Certification.

Marketing Guidelines

Included within the WQA Code of Ethics are marketing guidelines that provide a general framework for developing advertising or promotional materials concerning water treatment products and services. These guidelines are designed to avoid misleading consumers about the quality of publicly or privately supplied water, bottled water or water quality improvement products or systems. For example, product performance shall be based on factual data, while marketing materials shall be true and accurate in their entirety.

NOTE: As of January 1, 2020, the Code of Ethics includes an additional Marketing Guideline that says terms and definitions shall be used in accordance with items published by WQA in the Glossary of Terms.

What Ethics Means for Business

The Code of Ethics guides Water Quality Association members in conducting themselves in a professional manner at all times. Adherence to the Code of Ethics clearly benefits the customer, but will always benefit the member, as well.

WQA Members should:

  • Respond in a timely manner to customer complaints.
  • Provide for the availability of timely and competent installation and service for their products.
  • Pursue the advancement of knowledge and skills utilized in the water quality improvement industry.
  • Adhere to and promote the Code of Ethics
  • Build their business on the merits of their products, services and abilities.

Water Treatment Scams

From time to time, the Water Quality Association is alerted to possible scams involving door-to-door salespersons who offer free water tests and then claim a simple water hardness test shows the water is unsafe. In addition, some salespersons try to pass themselves off as working for WQA. WQA does not go door-to-door, does not sell any products and does not engage in fear tactics to scare consumers. WQA recommends homeowners have their water tested by a water treatment professional or a certified lab. Find a reputable water treatment professional in your area.

Wondering if you’ve been approached by a fraudulent salesperson? Call us today at 630-505-0160 or email us at [email protected].

How to Find an Ethical Water Treatment Provider

Hiring a water treatment professional is the easiest way to ensure your family has a safe and appealing supply of drinking water. First, the water treatment professional will have your water tested to identify any harmful or aesthetically unpleasing contaminants, and then he or she will match up the test results with appropriate treatment solutions. But how can you find someone who is well-trained, and dedicated to taking an ethical approach to match your water quality needs with the right treatment solutions?

Water treatment professionals who are members of WQA have agreed to follow the highest principles of honesty, integrity, fair dealing and professionalism when dealing with customers. WQA members are equally dedicated to preserving the public’s right to quality water. To this end, the WQA Code of Ethics establishes standards of conduct for industry members in their dealings with their customers, among themselves, with members of related industries, and the public at large.

You can locate one of these water treatment professionals in your area using our search tool: https://wqa.org/find-members

This search tool returns only companies that have agreed to follow WQA’s strict Code of Ethics.

Why WQA Membership Makes Sense

In addition to the Code of Ethics, WQA offers a wealth of networking and educational opportunities to help grow your business, including the annual WQA Convention & Exposition. Consider joining the 2,500 member companies that are working together for the betterment of water quality around the world. Contact us for more information on joining today: [email protected].


If you have questions related to the WQA Code of Ethics, please contact Quality Manager Tambra Thomas.