Herbal supplements in the print media: communicating benefits and risks

Matthew Peacock,Mihaela Badea,Flavia Bruno,Lada Timotijevic,Charo Hodgkins,Martina Laccisaglia,Bernadette Egan,Monique Raats

doi:10.1186/s12906-019-2602-9

Abstract

BackgroundThe rise in use of food supplements based on botanical ingredients (herbal supplements) is depicted as part of a trend empowering consumers to manage their day-to-day health needs, which presupposes access to clear and accurate information to make effective choices. Evidence regarding herbal supplement efficacy is extremely variable so recent regulations eliminating unsubstantiated claims about potential effects leave producers able to provide very little information about their products. Medical practitioners are rarely educated about herbal supplements and most users learn about them via word-of-mouth, allowing dangerous misconceptions to thrive, chief among them the assumption that natural products are inherently safe. Print media is prolific among the information channels still able to freely discuss herbal supplements.MethodThis study thematically analyses how 76 newspaper/magazine articles from the UK, Romania and Italy portray the potential risks and benefits of herbal supplements.ResultsMost articles referenced both risks and benefits and were factually accurate but often lacked context and impartiality. More telling was how the risks and benefits were framed in service of a chosen narrative, the paucity of authoritative information allowing journalists leeway to recontextualise herbal supplements in ways that serviced the goals and values of their specific publications and readerships.ConclusionProviding sufficient information to empower consumers should not be the responsibility of print media, instead an accessible source of objective information is required.

Highlights

The food supplement market emerged from the global recession relatively unscathed [1]; in 2015 it was worth €7.2 billon to the European economy, a figure expected to grow to €7.9 billion by 2020 [2]
Providing sufficient information to empower consumers should not be the responsibility of print media, instead an accessible source of objective information is required
Food Supplements based on botanical ingredients like echinacea, valerian or gingko, comprise its second largest segment after vitamins and minerals and are typically used by around 20% of consumers in developed nations [3, 4]

Summary

Introduction

The food supplement market emerged from the global recession relatively unscathed [1]; in 2015 it was worth €7.2 billon to the European economy, a figure expected to grow to €7.9 billion by 2020 [2]. Evidence for the effectiveness of these plant-based products is extremely variable. In recent years increased usage has led to calls for tighter regulation of botanical products sold within the European Union [6]. The resultant new category of Traditional Herbal Remedy allows manufacturers to market plants used for more than 30 years, including 15 in the European Union, on the basis of tradition of use [7]. The rise in use of food supplements based on botanical ingredients (herbal supplements) is depicted as part of a trend empowering consumers to manage their day-to-day health needs, which presupposes access to clear and accurate information to make effective choices. Evidence regarding herbal supplement efficacy is extremely variable so recent regulations eliminating unsubstantiated claims about potential effects leave producers able to provide very little information about their products. Print media is prolific among the information channels still able to freely discuss herbal supplements

Methods

Results

Discussion

Conclusion