4. Perception and ethics

4.1 Nomenclature and usage of the word meat

As described above, cultured meat is not really meat, neither from a biological point of view, nor in commercial or everyday language . All this creates an ambiguity that is favorable to cultured meat promoters, who are trying to distance themselves from the negative values associated with meat (environmental degradation and animal mistreatment), in particular by using the expression "clean meat", while at the same time playing on the positive values of the word meat in consumers' subconscious (strength,...