POSTED ON 23 JUNE 2010 BY BRODRICK KENT

To make intelligent and informed decisions regarding diet and health, one must first be able to discern between advertising and scientific facts. One of the biggest challenges facing consumers today, aside from sifting through the sheer volume of health information available, is in pursuing authentic information and not succumbing to corporate agenda's. How does one validate all the claims? It’s not always the case of what is said, but what’s not said. Your health is big business. Many professionals at this present time are promoting rather than informing. Unfortunately, the average person is not trained to discern between 'storing telling' and scientific evidence. 

Advertising or facts?

Most people today are educated through the internet, magazines, TV, radio and other media avenues. Marketing companies are tuned to this fact and when it comes to marketing health products they rely on the fact that the average consumer doesn’t know a lot about physiology, health or nutrition. An organisation should be able to exercise their right to market their products through advertising methods, however, advertising is designed to do one thing, sell, not inform. Many messages are just advertisements disguised as health messages and much of the time they take a kernel of truth and wrap it up in a tall tale, unsupported by any scientific facts (with some being plain incorrect!).  

Magazines are well known for their glossy air brushed images, body positioning, clever lighting, suggestive tag lines and celebrity affiliations to make the reader believe in most cases that the product being promoted is the secret to a certain ‘sports star’ or celebrities success. Marketing campaigns use flashy scientific jargon to gain the readers trust and may use generic quotes such as, “based on 25 years of research,” among other calculated phrases, this prompts the reader to align the product with the credibility of a particular celebrity in frame or the physical appearance and body image modeled by someone who probably hasn’t even used the product. Remove the marketing props and the question remains, where is the research? Most of the time, especially with dietary supplements, companies use no research, borrowed or secondary research. Research conducted on a key ingredient, but not the mixed commercial brand.

The Internet

The internet can be a great resource to obtain information on just about anything. Unfortunately, it can also be a battle ground for anyone with an opinion representing industry groups or individuals with self interest at hand. The internet is not a regulated resource. Before taking on board any advice, always look to see the credentials, affiliations and any other information about the person giving the advice. This will help validate their credibility and make sure they are qualified to be giving such advice. If a person remains anonymous, consider their information no more credible than an anonymous blogger or contributor.

Calculated Influences 

Health news is becoming increasingly suspect no matter who is providing it. Dr. Isadore Rosenfeld MD is one of America’s most trusted physicians and is a regular face on Fox News. Dr. Rosenfeld says, “...most people give priority to comments and advice from professionals, many whom are in the business of disseminating medical and health advice. This may include science reporters with no training in medicine. This also includes physicians whose lives are devoted to the media. They do not practice medicine, they do not see patients and they do not treat the sick. But their medical degrees give them a fairly good understanding of the medical news and they are able to discuss it with more authority than the lay science reporter.” 

Dr. Rosenfeld also suggests that readers and viewers are becoming increasingly suspect about the ties between industries, like a reporter to a magazine or TV station for which he or she works. He believes there is reason for this concern. The truth is that stocks and shares rise and fall in response to positive and negative media stories.

“To know something is science, to think one knows is ignorance” - Dr. T. Colin Campbell PhD

As the old saying goes, if it sounds to good to be true, then it probably is, in most cases. Much of the time, marketing campaigns rely on hype and testimonials. Even though it is good to hear from a satisfied customer, testimonials are not always reliable and people may exaggerate any results or benefits. Additionally, any potential negative effects may not be  immediately visible. For example, cholesterol lowering drugs have a positive effect on cholesterol levels initially, yet like most drugs, lead to liver dysfunction and other health complications in the long term. If a product or health concept is as good as the person says, they should be able to provide you with sufficient and credible published scientific evidence supporting any claims. 

Tools for reviewing the evidence.....  

• Define a benefit - If someone is promoting an idea such as a nutritional program, be clear about what you are trying to achieve before embracing the concept. A weight loss plan may not be consistent with a health plan. Ask; "where is the evidence that following this dietary pattern will not only promote ideal body weight, but will protect me against disease and maximize life span?" An optimal eating plan should prevent, stop the progression of and reverse chronic illness.
• Independent - Studies conducted at a credible institution like a University or medical center, who rely on their credibility would hold more weight than in-house studies performed by the companies science department who have invested interests.
• Primary research - are the studies conducted on the diet regime? or, in the case of supplements, is the research conducted on the mixed commercial brand or just a key ingredient in isolation? 
• Dosage - have a look for consistency in dosages. If large dosages are being used in a study say, 1000mg, how does this compare to relatively smaller doses such as 10mg used in commercial products, or in comparison to the levels found in food. We must compare apples with apples and oranges with oranges. 
• Peer reviewed - was the study reviewed by respected anonymous peers - with no vested interests - for any contraindications and/or poor controls?
• Published - was the study published in a newspaper, on the internet or in a reputable medical journal (big difference)?
• Credibility - were the researches who conducted the study respected in this particular field of research? Do the same researchers work for the organisation or company conducting the research? This could be a conflict of interest and subject to biased opinions. 
• Number of studies - One study is good, although a body of evidence is more convincing especially if they are conducted at independent labs with no vested interests. If one or two studies goes against the larger body of scientific evidence, this is means for further investigation and validation.
• Study design - was the study design comprehensive in its controls, methodologies and the number of participants?
• Read the conclusions to the study - what did the researchers say in terms of any benefits translating the findings into everyday life in the real world. In some cases it’s not what you are told, but what you are not told.

“By referencing an article, blog or only one or two studies that reinforce your belief system you can build an argument upon anything in the field of health. In contrast responsible practitioners and researchers review the totality of credible evidence before coming to a conclusions on a particular topic” Dr. Pam Popper ND PhD

Summing up

Your health is your responsibility and it is our responsibility as consumers to ask the questions to ensure efficacy of the products and services that affect our health and well-being. To do this effectively we must become good consumers of information. It would be nice to think that all government agencies and industries groups have our deepest interests at heart, sadly money displaces ethics in most cases. Always ask questions, if the answers you receive make sense, act on that information. If the information doesn't sit right with you, keep asking questions until you find the information that you feel comfortable to act upon.

Be aware of people who claim scientific validity for their personal and professional observations without formally doing so. This allows people to do and say whatever pleases them and their hip pocket, leaving the door wide open for 'stories' and snake oil 'science.'

"Doing and reporting on peer reviewed research may not be a perfect solution for establishing truths (nothing is) but it is far better than listening to someone only telling us what he/she does or believes while giving us no way to evaluate such claims." Dr. T. Colin Campbell PhD

Brodrick Kent 18/12/2010