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Flintstones and “badvertising”

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Obesity medicine doc blogger Yoni Freedhoff writes, Badvertising: Do Children Need Multivitamins and Will Flintstones “Support Immunity”?

He focuses his criticism on this Flintstones multivitamin ad campaign.

He writes:

“I was unable to find a single study, not one, that would suggest a need or a benefit to giving a growing healthy child a multivitamin. Full stop.

Now that doesn’t necessarily mean that there can’t be benefit, just that none has ever been proven or even suggested.

So given that there are no studies proving or even suggesting benefit, how is it that multivitamin marketers are allowed to publish advertisements like the one up above …

Moreover, what of the more specific claim of “Immunity Support“, or if you look at the Flintstones’ product line, “Brain Support“, or “Bone Support“? …

And in case it hasn’t occurred to you, I must also point out that the fact that there aren’t studies on the long term use of multivitamins in children means that not only are the benefits only theoretical, so too are the vitamins’ presumed safety. We simply don’t know what the long term outcomes of giving growing children multivitamins and supplements on top of their regular diets might be – especially given kids’ regular diets these days include an increasingly vitamin fortified food supply – and speaking personally, that’s not a science experiment I’m willing to sign my children up for”

His blog is always a good read.  You may want to visit it often.

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