You call those drugs what?

The synthetic cannabis named Kronic is legal to buy in Australia. Picture: Liam Driver

Fiona Patten wants synthetic drugs to be renamed social tonics. Picture: Adam Ward

SYNTHETIC drugs should be renamed "social tonics" to differentiate them from illicit substances, an Australian adult industry group has said.

The Eros Association has controversially rebranded synthetic drugs - which are chemically-laced substances such as Kronic, a synthetic cannabis, sold over the counter at some adult-only shops and tobacconists - as "social tonics in industry material.

"When you start saying its a synthetic of an illicit substance it makes it illicit by word association," Fiona Patten, the founder of the Eros Association, said.

"Calling it a social tonic takes it out of that. It makes it very clear theyre very different from illicit substances."

But Dr Steve Hambleton, the Australian Medical Associations president and one of the country's leading doctors, said the branding was disingenuous as it put a positive spin on a dangerous product.

Dr Hambleton said the word "tonic" suggested the drugs consisted of vitamins or were a mixtures of juices.

Most adult stores remove illegal substances in line with federal and state government bans. But the bans, described as a "dog's breakfast" by Ms Patten, are easily circumvented.

Synthetics are often called "designer drugs" because the chemical composition can easily be changed to make the substance legal.

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You call those drugs what?