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Consumer choices
influenced by disclosure and branding, not certification programs
At a symposium sponsored by the Consumer
Healthcare Products Association, the Hartman Group market research
firm asserted that consumer choices are more positively influenced
by strong branding than by supplement certification programs and
seals. In addition, consumers are more likely to believe a prescription
medicine is safe and to request it from their doctor if advertising
was honest about possible side effects, according to a survey
cited by Prevention magazine's Edwin Slaughter at the same
symposium. Slaughter suggested that supplement marketers take
the same approach. The Tan Sheet, Oct. 2, 2000.
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