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While marketing hype does abound around the false use of HEPA terminology in the consumer-grade filtration industry, Edsai is making the right call here. The iRobot filter is only rated AT ALL for particles down to 10.0 microns, which inherently mandates that it is not a HEPA grade filter. For a filter to be HEPA graded, it MUST be rated to retain or otherwise filter a minimum of 99.97% of 0.3-micron particle by US legal standard and 85% of such particles by EU legal standard, with the EU specifying eight such classifications ranging from 85% total retention (E10) to seven nines five total retention and six nines local retention (U17). The companies that list 0.3 microns aren't just "spinning" their specifications; they're following the law and international standards.

Again, by legal standards in the US and the EU: filtration-rating specified at 10 microns? Not HEPA.
---------------------------------------------------------------: filtration-rating specified at 0.3 microns with a listed retention percentage? HEPA.

That having been said, with the preponderance of unlitigated[sic] false-advertising abundant in the industry, it wouldn't surprise me if the Electrolux filter is being sold under just that; particularly since the product page claims "Class H12" and "99.97%" when the closest legal classifications are Class E12 at 99.5% total, Class H13 at 99.95% total and 99.75% local, and Class H14 at 99.995% total and 99.975% local. There is no Class H12 according to the sources I've read, and if there was it wouldn't be 99.97%.