The Miracle Article That Will Magically Burn Fat And Change Your Life!!

bad marketing

Nope. That ad above is not a ridiculously-convenient-yet-ironic example on what this article is about.

It’s actually a screen-grab of an ad repeatedly shown to me last month. Apparently I Google nutrition content often? Now considering I have seen it on many occasions, it’s fair to assume this ad was a successful campaign for an affiliate marketing team out there.

Whilst I have absolutely no problem with affiliate marketers or the affiliate business model, I do have a problem with BULLSHIT. A word that seeps out from every crevice and shadow of this guy’s cumulus-cloud-like figure.

The language used in the copy is quite textbook, aimed to spark the reader’s curiosity. That’s fine, I mean it does truly appear muscle gain was experienced considerably fast. But the manipulation of the photo! Wow. Really?

And what bugs me more than this disturbing Photoshop job is the fact that this ad is always shown. That means it is successful. That means people actually click on this shit. Seriously?

I’m just so confused. What is the world of advertising coming to; especially the dietary supplement industry. Whatever happened to ethics?

Dr Oz exposed and rattled

The whole situation is quite sad really, and fortunately or unfortunately (?) it’s the niche that I’m often involved in being a Sports Dietitian and health writer. And I dare say the supplement industry is the worst of all- manipulating consumers into buying products that have never been proven to work. It’s a socially acceptable system in which most manufacturers unashamedly sell empty promises to desperate suckers.

That’s why it was so REFRESHING to see a public figure address these supplement industry issues in an engaging yet informative way! He also grilled one of the biggest celebrity culprits.


TVs biggest endorser of “magical weight loss beans” and associated miracle pills, Dr Oz, has finally been exposed in the public arena. Personally I can’t stand his show because of the bullshit products he touts, and in my opinion the producers have made him one of the world’s biggest (and most loved) con-men.

Thankfully, John Oliver’s television show Last Week Tonight recently aired a satirical 16-minute segment which loosely covers the case and problems we face with the supplement industry. The clip also show’s Dr Oz being questioned by congress, stuttering and fidgeting nervously as he tries to give politically correct answers without contradicting what he’s previously said on TV.

The fact that Dr Oz is/was a registered practitioner, a doctor, and gives false advice like this – clearly labelled as a doctor – is very disappointing. I’m still searching for those ethics… not so much because he is an industry leader, but that he is a medical professional.

It was news to me was that in 1993 the supplement industry fought incredibly hard to decrease the amount of regulating power the FDA (Food and Drug Administration) has on regulating supplements. They did manage to succeed in this and even used TV commercials with now-hilarious celebrity endorsements; Mel Gibson’s ad can be seen at minute 6.50.

What I love most though is the fantastic job John does of contrasting the claims Dr Oz makes. It doesn’t take a rocket scientist, nor a “doctor”, to realise that Dr Oz is happy to endorse a supplement if the price is right. Whether it works or not is irrelevant. For example they play a clip of Dr Oz saying on his show, “I’ve got the number one miracle in a bottle to burn fat.”

This is followed up with a clip from his trial where he, basically, acknowledges he lies to viewers, “I recognise that often at times they [the supplements] don’t have the scientific muster to present, um, as fact.”

The only thing that, um, presents as fact here is the shady advertising tactics emerging from the supplement industry. What will they come up with next?


For what it’s worth, I have done work previously for companies which sell or produce dietary supplements. Many supplement companies ARE ethical and honest. But I will only ever work with products that truly have scientific evidence to back them up. (Starting to sound eerily like Dr Oz…)


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