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GREEN IS HOT for paint companies, and we're not talking about color. "Good for your family, better for our world," proclaims the Freshaire Choice label. "0% Toxic. 100% Smart," Mythic Paint says. "An ideal choice for rooms such as nurseries," Sherwin-Williams suggests.
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Allowable levels of VOCs, or volatile organic compounds, for paints and products such as aerosol air fresheners, carpets, and furniture have been toughened because VOCs contribute to ozone and smog formation and are linked to respiratory illnesses and memory impairment. And claims by many manufacturers have grown bolder as they market to an audience more familiar ...