Consumers tend to choose bottled water due to health related reasons. In communities that experience problems with their tap water, bottled water consumption is significantly higher. The International Bottled Water Association guidelines state that bottled water companies cannot compare their product to tap water in marketing operations. Consumers are also affected by memories associated with particular brands. For example, Coca-Cola took their Dasani product off the UK market after finding levels of bromate that were higher than legal standards because consumers in the UK associated this flaw with the Dasani product.