Excerpts of 20 illustrative poisoning cases recorded at the Marseille Poison Control Center (transcript from the MPCC audio recordings and French-to-English translation by the authors).

1<p>The reader has to be informed that in the conversations we report “syrup” refers to some thick sugary liquid that people pour in an empty glass and then mix with water (generally one volume of syrup diluted with 6 volumes of water). In France they are known as “sirops” and are very popular. Among the most popular are “sirop de menthe”, literally “mint syrup” thick and green or blue, or strawberry syrup. Hence, in the context of this article syrup does not refer to something like maple syrup that can be found on the American market for example.</p>2<p>The reader has to be informed that the “Eau Précieuse” cleansing referred in this conversation literally means “precious water”. This is why labeling seems to be key in this accidental ingestion.</p>3<p>The MPCC physician was primarily informed by a physician working for the French equivalent to 911.</p><p>Excerpts of 20 illustrative poisoning cases recorded at the Marseille Poison Control Center (transcript from the MPCC audio recordings and French-to-English translation by the authors).</p

Visual stimuli in the fMRI experiment. (a) Standardized <i>Cottage Happy Shower Tequila Sunrise</i> (b) Standardized <i>Joker</i> fruit juice (c) Standardized <i>Visior</i> (d) Standardized bleach.

<p>(a–d) Stimuli were presented branded with the name Fabuloso but cannot be depicted as such in the article here due to the creative common license of PLOS ONE. Please follow this link for additional details on our stimuli and FIPs: <a href="http://fip.oullier.fr" target="_blank">http://fip.oullier.fr</a>.</p

FIP criteria (as proposed by the European Commission) met by each of the products cited in the MPCC calls reported in previous tables.

1<p>This table provides the coding of each product’s attributes, both listed in the FIP Directive <a href="http://www.plosone.org/article/info:doi/10.1371/journal.pone.0100368#pone.0100368-Council1" target="_blank">[4]</a> criteria and referred by a patient (or a caller) in explaining his/her accidental poisoning ingestion. Form, color, odor, volume and size are criteria easier to code than appearance and packaging, given the difference between product appearance and product packaging is not obvious (e.g., <a href="http://www.plosone.org/article/info:doi/10.1371/journal.pone.0100368#pone.0100368-Creusen1" target="_blank">[139]</a>). In this table, we have coded “appearance” as confusing attribute only for solid products (e.g., bleach tablet, dishwasher tablet, etc.) and “packaging” only for liquid products (e.g., shower gel, shampoo, etc.). Regarding to labeling, this criteria is fulfilled each time the product or brand name is confusing (e.g., Eau Précieuse (#N) given it means “precious water”).</p><p>FIP criteria (as proposed by the European Commission) met by each of the products cited in the MPCC calls reported in previous tables.</p

Brain regions obtained by a random effect model showing significant activations (<i>p</i><.001, uncorrected, cluster size>3 contiguous voxels) and labeled using AAL for the <i>Cottage Happy Shower</i> vs <i>Visior</i>, <i>Joker</i> vs <i>Visior</i>, <i>Visior</i> vs <i>Cottage Happy Shower</i> and <i>Visior</i> vs <i>Joker</i> contrasts (x, y and z refer to spatial coordinates in the MNI space).

<p>Brain regions obtained by a random effect model showing significant activations (<i>p</i><.001, uncorrected, cluster size>3 contiguous voxels) and labeled using AAL for the <i>Cottage Happy Shower</i> vs <i>Visior</i>, <i>Joker</i> vs <i>Visior</i>, <i>Visior</i> vs <i>Cottage Happy Shower</i> and <i>Visior</i> vs <i>Joker</i> contrasts (x, y and z refer to spatial coordinates in the MNI space).</p

General information about the poisoning cases analysed in the qualitative study.

1<p>M: Male; F: Female.</p><p>General information about the poisoning cases analysed in the qualitative study.</p

Main neuroimaging results.

<p>(a) Left orbitofrontal cortex activations (x = −24, y = 51, z = −3). (b) Left insular activations (x = −30, y = 18, z = −3). Statistical parametric maps of the <i>Cottage Happy Shower</i> vs <i>Visior</i> contrast (sagittal (x), coronal (y) and axial (z) views) (<i>p</i><.001, uncorrected, cluster size >3 contiguous voxels) displaying the brain activity that is significantly higher when participants look at the <i>Cottage Happy Shower</i> compared to when they look at the <i>Visior.</i></p