How fake science sells wellness products

Vague terms such as ‘boosts’

Manufacturers use words without clear and specific definitions, such as “aids,” “promotes,” “supports,” “stimulates,” “boosts” and “optimises” to suggest positive health outcomes. There’s no quantifiable way to measure an ambiguous word such as “support” says Jonathan Jarry, a scientist and science communicator with McGill University’s Office for Science and Society.

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Supplement companies frequently rely on the terms used above. But there’s often a small disclaimer on the bottle that says the product “is not intended to diagnose, treat, cure or prevent any disease”.

“They’re implying the product works, and then on the same label, much less visible, is the fact that there’s no evidence that it works,” says Josh Bloom, director of chemical and pharmaceutical science at the American Council on Science and Health. Still, he says, people see a word such as “supports” and might assume the product will treat their symptoms.

Other phrases – including “clinically tested,” “research backed,” “doctor recommended” and “evidence based” – show up in the beauty or personal-care aisle and often lack the context they’d need to be verified, Wong says. With such terms, you should ask: what were the results of the tests? What was the quality of the research? Who conducted it? Was the researcher or endorser a legitimate authority in that field?

Questionable studies

Wellness brands might pad their websites with links to studies. But some are simply summaries of the emerging data without any mention of the product in question. Many companies include research unrelated to the claim. Evidence cited by a company “could be one poorly designed study,” says Nick Tiller, a senior researcher in exercise physiology at Harbor-UCLA Medical Centre. “It could be cherry-picked.”

“What you want to see are the results of actual rigorous studies of the product itself, showing that it works,” Jarry says. “But that’s almost never the case.”

Assessing claims

If you’re trying to get a feel for the legitimacy of a product, it can be helpful to conduct a search for the name of the product online, plus the words “review,” “complaint” or “scam.”

You can also visit websites like Trust it or Trash it and The CRAAP Test, which can help you uncover the validity of health claims.

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If a herbal supplement claims to address high blood pressure, you might search the Heart Foundation website, as these organisations like this often have articles on them, says Dr Danielle Belardo, a cardiologist who hosts the podcastWellness: Fact vs. Fiction.

When considering a buzzy ingredient or product, remember that “one exciting study” doesn’t mean much, Caulfield says. Kombucha bottles often say they have “microbiome-friendly” benefits even though microbiome research is still in its infancy. Before shelling out money, give more credence to sources that include a larger body of evidence on a topic, he says.

And keep in mind no single ingredient can change your health overnight. If a product was indeed a cure-all, every medical organisation would be rushing to endorse it, Klatt says. “Anything that sounds too good to be true is probably too good to be true,” he adds.

The New York Times

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