Yes, it feels like

being on one of those chat shows where you have to pretend it is the Christmas edition.

You have to pretend it is actually Christmas, basically.

So we are on the verge of EMCO, the Empowering Consumer Regulation, coming into force.

That is a fairly detailed piece of regulation, but I think there's three or four points that are relevant to, were certainly relevant to the members of the roundtable discussion, but actually are causing it to be front of mind with lots of the organisations I've been talking to over the last few months, six months or so.

A few things in there worth really highlighting that were the backdrop to this discussion.

One, The need for specific claims rather than generic claims.

Is that where that kind of a mission-based misinformation becomes a concern for a brand? Or am I being overly cynical about