Arsenic in juice: How much is too much?

>>> now we turn to health news and a staple of so many american families in the news. there is a new study out tonight in consumer reports . it's about apple juice and specifically what's in it. tests found arsenic in samples of ordinary store-bought apple juice and some of the levels they found are raising concerns about the risk of cancer. our report here tonight from nbc's tom costello.

>> reporter: it's yet another warning about potentially troubling levels of arsenic in both apple and grape juice . inorganic arsenic has been linked to skin, blood and bladder cancer . 88 juice samples were tested and 10% had total arsenic levels higher than the limit set for drinking water by the fda . that limit is 10 parts per bill for a 154-pound adult, not a child.

>> children don't need that much to reach their daily arsenic.

>> some of the best known brands in america have arsenic in their apple juice .

>> reporter: it was just two months ago that the dr. oz show raised similar concerns about arsenic in apple juice . at the time the fda questioned the findings.

>> the sum total of the data says the arsenic we have in the u.s. apple juice supply is at very low levels, levels that don't cause us to be concerned.

>> reporter: the fda said it would be concerned if arsenic levels exceeded 23 parts per billion . on the "today" show this morning, the juice industry noted only one sample for grape juice exceeded that level.

>> the juices are safe. the industry is committed to meeting whatever science-based standards the fda sets. if fda scientists say the science justifies changing the standard the industry will meet it.

>> reporter: because kids drink so much apple juice there will be a new national standard not to exceed 3 parts per billion . that would be considerably less than the current standard for water which is 10 parts per billion . the fda now says it is considering a new standard to reduce consumer exposure to arsenic in apple juice . to many parents that makes sense.

>> these are our children. we need to be more careful, especially with our little ones.

>> it's not something you expect here that there is arsenic in apple juice .

>> reporter: how much is too much? no one is calling for parents to stop giving children apple juice . the issue is about setting new, tougher standards, brian.

>> what parents watching tonight especially with young kids will want to know about is brands. the brand they serve at home, if it's on the list or not. if so, what should they get?

>> the trouble is that the results really varied. different levels of arsenic between brands and even within brands bottle to bottle. it was produced in countries including the u.s. the complete consumer reports is on nbcnightlynews.com. again, the headline is the fda will look at setting new guidelines.

>> tom costello in the washington