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Membrane technologies are well suited to provide drinking water in situations where traditional treatment technologies cannot. These situations are occurring more and more frequently with increasing demands made on limited freshwater supplies, and with the changing and more stringent drinking water quality requirements. Yet, the realization of the tremendous potential for membrane technology to produce drinking water, in a cost-effective and an environmentally safe manner, requires that the many groups associated with the decision making and regulatory processes be well informed about the nature of membrane technology. This situation can be strongly affected by the proactive promoting of the technology by the industry. This paper discusses public perceptions in three general areas: the role and technical performance of membrane processes; environmental impact and regulation of membrane concentrate; membrane treatment costs and water costs and lists several methods for dispelling these misconceptions. This discussion also addresses the need for and the approach to informing these different groups about the nature and role of membrane technology in producing drinking water.