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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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