Despite the claims of advertisers, most orange juice is neither fresh nor natural (not in the way most of us would define those terms). "It may be 'not from concentrate,' but raw juice is often heated, stripped of its volatile compounds and flavor-rich oils, and stored for as long as a year before it reaches the consumer." Alissa Hamilton writes that "The history of processed orange juice and its marketing highlights the fact that as a society we tend not to care too much about deceptive advertising unless the product being pushed is measurably harmful"