In the health and fitness industry truth is a scarce commodity, charges
Dr. Larry M. Forness. American consumers, exposed to a daily barrage of
hype and misinformation about all the products and services that claim
to make them healthier and more attractive, annually spend forty billion
dollars needlessly on a cornucopia of vitamins, minerals, herbal
supplements, ergogenic aids, fitness equipment, and alternative
healthcare treatments. In this "survival manual," Forness's goal is to
teach consumers the critical tools to make them more knowledgeable about
these questionable items.
The topics covered include the real meaning of oscientifically proven,"
methods for quantitatively analyzing such claims as "more energy" and
"improved strength," alternative healthcare treatments vs. hard science,
fad diets, aging remedies, abuse of the labels "certified" and
"licensed," plus an extremely useful glossary explaining commonly used
marketing terms. To reinforce his message, Forness has originated the
"Bozo du Jour Award," bestowed on various individuals, groups, or
companies that have created or participated in misleading advertising,
or have done something that could harm consumers.
Before you begin yet another weight loss or fitness program or buy the
next healthcare product, you owe it to yourself to read what Dr. Forness
has to say.
