Wednesday, May 25, 2011
Those who make unsubstantiated food claims are now facing investigation by the Federal Trade Commission. And, well they should. There are too many "nutritional" items on store shelves that have little or no scientific backing for their claims. Marketers are engaged in flackery, the likes of which PR practitioners are often accused of doing. One can only hope PR practitioners have avoided such hucksterism but that would be expecting too much. (Someone will always take money to flack.) A standard practice should be before a PR practitioner takes a nutritional food account, the practitioner reads and evaluates the research backing the claim. Taking a client's word isn't enough, especially with the FTC watching.