Prioritization of policy measures concerning health risks is required in modern water management. In this project we elicit individuals willingness to pay (WTP) for health risk reduction through a choice experiment based on users of the municipal drinking water. The commodity tap water is descried as a bundle of attributes, each describing some valuable characteristics. We are looking at the public’s preferences with respect to reducing water-soluble perfluorinated alkylate substances (PFASs) in their tap water. PFASs have been used in commercial products such as fire-fighting foams and paints, yet is mostly known as a main ingredient in Scotchgard and Teflon. PFASs are interesting environmental risks to study since they are emerging persistent organic pollutions that bioaccumulate in humans and nature. Moreover, high exposure of PFASs are connected to an increased risk of infertility. To our knowledge, this paper is the first effort to elicit willingness to pay (WTP) for health risk reductions from PFASs, focusing of the trade-offs between infertility and microbial risks.