To be clear from the start, none of the new finishes seeking to reduce viral activity can kill or cure covid-19. Covid-19 is the disease, not its agent, which is the novel coronavirus known as SARS-CoV-2. In the US a product cannot even profess to be ‘antiviral’, and the wording favoured in the EU is ‘viral-reducing’. This is the narrow framework within which companies need to navigate as they seek to respond to the demand for products offering consumers reassurance in these uncertain times.

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