The Royal Society of Chemistry is tired of the word chemical being used negatively in adverts, and is offering £1,000,000 to anybody who can produce a 100% chemical-free substance:

The Royal Society of Chemistry is today reclaiming the word chemical from the advertising and marketing industries.

It has been misappropriated and maligned as synonymous with “poison”. The Advertising Standards Authority (ASA) recently defended an advert which perpetuated the myth that natural compounds are free of chemicals.

The truth, as any right-minded person will say, is that everything we eat, drink, drive, play with and live in is made of chemicals – both natural and synthetic chemicals are essential for life as we know it.

I get annoyed with the opposite treatment of the word nature, which is taken to mean ‘good’ in advertising and marketing, even when nature itself can be anything but.

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