What is wrong when the engine is not getting fuel pressure but the fuel pump and filter are OK?

Check three things: Fuel pump relay, and fuel pump inertia cut off safety device if equiped. check for 12 volts at the fuel pump to rule out faulty connector or wiring.

Plus you need to check if the fuel injector if stuck open and also the fuel pressure regulator.

this is on a 2000 kia sportage and no cut off safety switch,where is the pressure regulator located