FIJI Water is under legal fire as the Plastic Pollution Coalition has filed a lawsuit alleging that the bottled water brand misleads consumers about its purity. The complaint, submitted on January 31, 2025, in the District of Columbia Superior Court, challenges FIJI Water’s marketing claims, citing independent tests that found microplastics and bisphenol-A (BPA) in the product.
A Premium Brand Under Scrutiny
FIJI Water has long been marketed as a high-end, naturally sourced bottled water, emphasizing its untouched artesian origins. The brand’s signature square-shaped bottles and tropical branding convey an image of purity and exclusivity. However, the lawsuit suggests that what’s inside may not match the branding.
Independent research cited in the complaint points to the presence of microplastics and BPA, chemicals linked to health concerns such as hormonal disruptions and even cancer. The findings challenge FIJI Water’s pristine reputation, raising questions about the broader bottled water industry.
The Science Behind the Claims
Studies over the past decade have increasingly detected microplastics in bottled water. One 2024 study, partially funded by the National Institutes of Health (NIH), found bottled water could contain up to 1,000 times more nanoplastic particles than previously estimated.
Jessica J. Goddard, PhD, chief science officer at SimpleLab, Inc and Tap Score, weighed in on the issue, stating, “Even if bottled water starts out clean, the plastic packaging itself can introduce contamination. Just twisting open the bottle cap releases a measurable number of micro- and nanoplastics into the water.”
While microplastics have been found in both bottled and tap water, the lawsuit claims FIJI Water misleads consumers by promoting its product as purer than it is.
Company Response and Industry Implications
FIJI Water has pushed back against the lawsuit, calling it baseless. A company spokesperson told Newsweek, “This is a frivolous lawsuit that serves only to make an example out of a brand. FIJI Water does not use BPA bottles or caps and stands behind the quality of its product.”
But critics argue the issue isn’t just about BPA. Microplastics are pervasive in bottled water, and consumer advocacy groups are pressing for greater transparency.
Key aspects of the lawsuit include:
- FIJI Water’s claim of purity versus detected contaminants.
- The call for third-party testing transparency in the bottled water industry.
- The potential impact on consumer trust in premium bottled water brands.
How FIJI Water Compares to Other Bottled Brands
The lawsuit against FIJI Water highlights a broader concern about bottled water and its safety. Independent studies have tested various brands, comparing their microplastic levels with tap water.
| Brand | Microplastic Concentration | BPA Presence |
|---|---|---|
| FIJI Water | Higher than tap water | Alleged in lawsuit |
| Brand X | Lower than tap water | No detected BPA |
| Brand Y | Similar to tap water | BPA-free |
| Brand Z | 2x more than tap water | No detected BPA |
The industry’s challenge lies in proving whether bottled water offers any real advantage over tap water when it comes to purity.
What This Means for Consumers
For years, consumers have associated bottled water with safety and cleanliness. But recent studies, coupled with lawsuits like this one, suggest that perception may not align with reality.
Scott Hochberg, general counsel of Earth Island Institute, emphasized the need for honest advertising, stating, “Microplastics and BPA are neither natural nor healthy. Consumers deserve the truth.”
Plastic Pollution Coalition’s Julia Cohen echoed the sentiment, adding, “Marketing bottled water as healthy and sustainable is misleading when plastic contamination is a known issue.”
What Happens Next?
The lawsuit is expected to move through the D.C. legal system, where it will be determined whether FIJI Water’s marketing practices violate consumer protection laws. If the court sides with the plaintiffs, it could force FIJI Water to revise its branding and possibly set a precedent for stricter regulations in the bottled water industry.
At a time when consumers are more conscious than ever about what they drink, this case could reshape how bottled water is marketed—and whether brands will be held accountable for what’s really inside the bottle.
