The Advertising Standards Authority has jumped on supplement companies for how they are advertising their products to menopausal women.

They use testimonials and great words to sell products – but misleading consumers is not ok. Especially not when the target group may be particularly vulnerable to such advertising. If you are having a tough time and have not had time to book appointments to get specific advice or are nervous about HRT then this kind of marketing can really speak to you. Promising to do amazing things yet actually delaying proper support for symptoms.

With the algorithms and clever behind the scenes workings of social media and search engines, these adverts can have an incredible reach and it is good to see that AI is being used to find them so they can be verified. However, it is a bit like using a thimble to bale out an already sinking boat. There is a lot of advertising out there and some of it cleverly hidden in our feeds.

Interesting that one of the companies said that the advert had “been shown in error and would not be used again in the UK.” Does this imply that it will be shown in other countries? If the advert is wrong in the UK then surely it is not appropriate for women living outside the UK either?

If you want to understand more about the myths and marketing that is thrown our way, to give you some suggestions on how to navigate some of the marketing then head over to Let’s Talk Food for a short course on some these issues and more.

It’s not just menopause that is rife for questionable marketing and information. Nutrition information and marketing of diets and supplements are very susceptible to misleading information. That is why it is important to look for good qualifications, what are registered dietitians or nutritionists saying on the matter?

Chances are they will be less black and white, less inclined to suggest silver bullets and definitely highlight that we are all individuals – that because one person has a good story to tell isn’t evidence. If it sounds too good to be true then it very probably is.

That’s not to say all of these things are not helpful at all but don’t assume that because something is touted as “natural” doesn’t automatically mean “safe”, that if a little is helpful then more is automatically better.

Remember, it’s usually a bit more complicated than it is made out to be, which reminds be of a book by Ben Goldacre talking about science communication. Worth a read.