Alternative Medicine Goes Mainstream

That is why Dr. Mitchell Gaynor, a cancer specialist at the Weill-Cornell Medical Center in New York, said he includes nutrition testing and counseling, meditation and relaxation techniques in his treatment, though not everyone would agree with some of the things he recommends.
"You do have people who will say 'chemotherapy is just poison,'" said Gaynor, who tells them he doesn't agree. He'll say: "Cancer takes decades to develop, so you're not going to be able to think that all of a sudden you're going to change your diet or do meditation (and cure it). You need to treat it medically. You can still do things to make your diet better. You can still do meditation to reduce your stress."
Once their fears and feelings are acknowledged, most patients "will do the right thing, do everything they can to save their life," Gaynor said.
Many people buy supplements to treat life's little miseries -- trouble falling asleep, menopausal hot flashes, memory lapses, the need to lose weight, sexual problems.
The Dietary Supplement and Health Education Act of 1994 exempted such products from needing FDA approval or proof of safety or effectiveness before they go on sale.
"That has resulted in consumers wasting billions of dollars on products of either no or dubious benefit," said Silverglade of the public interest group.
Many hope that President Barack Obama's administration will take a new look. In the meantime, some outlandish claims are drawing a backlash. The industry has stepped up self-policing -- the Council for Responsible Nutrition hired a lawyer to work with the Council of Better Business Bureaus and file complaints against problem sellers.
"We certainly don't think this is a huge problem in the industry," Mister said, but he acknowledges occasionally seeing infomercials "that promise the world."
"The outliers were making the public feel that this entire industry was just snake oil and that there weren't any legitimate products," said Andrea Levine, ad division chief for the business bureaus.
The FDA just issued its first guidelines for good manufacturing practices, aimed at improving supplement safety. Consumer groups say the rules don't go far enough -- for example, they don't set limits on contaminants like lead and arsenic -- but they do give the FDA more leverage after problems come to light.
The Federal Trade Commission is filing more complaints about deceptive marketing. One of the largest settlements occurred last August -- $30 million from the makers of Airborne, a product marketed with a folksy "invented by a teacher" slogan that claimed to ward off germs spread through the air.
People need to keep a healthy skepticism about that magical marketing term "natural," said Kathy Allen, a dietitian at Moffitt Cancer Center in Tampa, Fla.
The truth is, supplements lack proof of safety or benefit. Asked to take a drug under those terms, "most of us would say 'no,'" Allen said. "When it says 'natural,' the perception is there is no harm. And that is just not true."
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