#Riskcommunication

A new wave of chemophobia is sweeping through households across the globe, and researchers say a phenomenon they call MAHA—Media Amplification of Hazard Awareness—may be pushing perceptions of everyday chemicals to frightening levels. In Thailand, where trust in public health messaging sits at the intersection of family life, temple culture, and evolving consumer markets, the mood is shifting from curiosity about cosmetics and cleaners to cautious fear about nearly everything that carries a chemical label. Health professionals warn that while concern can drive safer practices, the current climate risks sunken trust in science, needless anxiety, and unhelpful choices that may undermine real protection from genuine hazards.