G. E. Moore

George Edward Moore (1873-1958) - author of Principia Ethica (1903), introduced the term 'Naturalistic Fallacy' to represent what many believe to be the mistaken inference from a set of facts about the world to a normative expectation of the world. In the Treatise of Human Nature (1738) David Hume recognized the same error of moving from what "is the case" to what "ought to be the case."