Don't be confused by marketing hype when choosing supplements

In an effort to distinguish one brand from another, supplement manufacturers have devised their own jargon to promote their products. These terms commonly appear on labels and in advertisements. Each term implies a superior product, but none has a standard definition agreed upon by experts or specified in the regulations governing the manufacture and sale of supplements. However, manufacturers must hold evidence that substantiates the use of such terms, or they could be prosecuted in Australia under the Therapeutic Goods Act or the Trade Practices Act and in New Zealand under the Fair Trading Act, or similar acts in other countries. Pay attention to the specific ingredients and directions on a label rather than the hype of such terms as these:

■ Clinically Proven
■ Highly Concentrated
■ Maximum Absorption
■ Natural (or Naturally Occurring)
■ Pure
■ Quality Extract