Things are slightly different here in the US. The IOOC has changed the
labeling laws and now prevents the use of the word, "Pure" next to olive
oil. It is now called simply, "Olive Oil". Pure can be used elsewhere on
the label but not as part of its name.

I am not aware of the IOOC having two sets of labeling standards so it would
come as a surprise if these regulations did not apply in the UK.

There is no doubt that "Olive Oil" is a notch below Extra Virgin and Virgin.
The IOOC goes out of its way to publicize the various grades and definitions
of olive oil so any consumer "misperception" that you reference is due to
lack of knowledge.

In terms of chemical use, Olive Pomace Oil is clearly derived by the use of
chemical solvents in the production process. Here in the US, there are very
clear labeling regulations regarding Olive Pomace Oil. The word, "Pomace"
must be used in the name on the front panel and in a same size font as the
word "olive" that precedes it and the word "oil" that follows it.

Pure live oil or olive oil is extracted by pressure and high heat and later
it is deodorized to remove
imperfections. It is a bit misleading to suggest Olive Oil is extracted
with the use of chemicals. Which is not say that chemicals aren't used in
the entire production process, it is just that they are not used to increase
the yield as Olive Pomace oil does.

Hope this helps clear up any misperceptions.