If consumers detect an off-flavor in their drinking water, they are likely to believe that it probably is not safe. Water utilities will be defeating their best efforts to provide safe drinking water if they only meet health-related regulations and do not provide water that is free of off-flavor problems. The purpose of this paper is to explore the current U.S. regulatory environment and discuss how these regulations can adversely impact the control of off-flavors in drinking water. Utilities should adopt a water quality goal that allows them to not only meet the minimums of the regulations, but also meet the customer's highest standards - water that is free of off-flavors.