title: An examination of structure-function claims in dietary supplement advertising in the U.S.: 2003-2009.
abstract: Dietary supplement advertising cannot claim a causal link between the product and the treatment, prevention, or cure of a disease unless manufacturers seek approval from the FDA for a health claim. Manufacturers can make structure-function (S-F) claims without FDA approval linking a supplement to a body function or system using words such as "may help" or "promotes." These S-F claims are examined in this study in order to determine whether they mimic health claims for which the FDA requires stricter scientific evidence. Data include S-F claims in supplement advertisements (N=6179) appearing in US nationally circulated magazines (N=137) from 2003 to 2009. All advertisements were comprehensively coded for S-F claims, seals of approval, and other claims of guarantee. S-F claims associate supplements with a wide variety of health conditions, many of which are serious diseases and/or ailments. A significant number of the specific verbs used in these S-F claims are indicative of disease treatment/cure effects, thereby possibly mimicking health claims to the average consumer. The strength of the clinical associations made are largely unsubstantiated in the medical literature. Claims that a product is "scientifically proven" or "guaranteed" were largely unsubstantiated by clinical literature. Ads carrying externally validating seals of approval were highly prevalent. S-F claims that strongly mimic FDA-prohibited health claims are likely to create confusion in interpretation and possible public health concerns are discussed.
authors.affiliation: Department of Policy Analysis and Management, Cornell University, Ithaca, NY 14853, United States. Electronic address: Rja7@cornell.edu.
authors.forename: Rosemary J
authors.initials: RJ
authors.lastname: Avery
authors.affiliation: Department of Health Policy and Management, Johns Hopkins University, Baltimore, MD 21205, United States. Electronic address: eisenberg@jhu.edu.
authors.forename: Matthew D
authors.initials: MD
authors.lastname: Eisenberg
authors.affiliation: Wagner School of Public Service, New York University, New York, NY 10012, United States. Electronic address: jonathan.h.cantor@gmail.com.
authors.forename: Jonathan H
authors.initials: JH
authors.lastname: Cantor
mesh_terms: D000329:Advertising / Q000639:trends*; D035843:Biomedical Research / Q000592:standards; D019587:Dietary Supplements / Q000592:standards*; D006801:Humans; D008402:Mass Media; D011356:Product Labeling / Q000592:standards*; D011634:Public Health; D014481:United States; D014486:United States Food and Drug Administration
keywords: Advertising; Dietary supplements; Health promotion; Vitamins