Don’t call us ‘nuclear’, say nuclear fusion start-ups

Nuclear fusion start-ups are urging the public and regulators to stop referring to their technology as "nuclear," as they believe the term carries negative connotations linked to conventional nuclear power plants. These companies are keen to benefit from a lighter regulatory regime that avoids the baggage associated with traditional nuclear energy, which has faced public skepticism and stringent oversight. The push for a distinct identity highlights the start-ups' confidence in the safety and potential of fusion technology, aiming to attract more investment and public support. This strategic rebranding underscores the industry's ambition to position nuclear fusion as a clean, advanced alternative to conventional nuclear power.