Apparently you can't trust Eureka/Electrolux not to hide behind special brand terminology & marketing tricks. The HEPA filter on this vacuum is basically useless, as other reviewers have stated, because the vacuum's exhaust isn't entirely forced through the filter....there are other exhaust vents that aren't filtered, and thus their claim of filtering 99.7% of all particles is a lie. It only filters 99.7% of the particles that happen to get blown through the filter......100% of the rest of the particles get blown through the other unfiltered vents. Ridiculous!