Rely on science to counter fake medical advertising

THE use of “fake news” has spread to medical advertisements in Australia and probably in many other countries.

The three words “fake, celebrity and medicine” can be used in several different combinations but none of them are good.

There are fake celebrities promoting real medicines on TV. Just because they are on TV does not actually give them the credibility that is implied. Medical advice should come from doctors, not people who portray doctors.

There are real celebrities promoting fake medicines. Just because a person can play a sport well doesn’t mean he or she can provide advice on how to regrow your hair, various dietary supplements and vitamins or the benefits of Botox. Okay, Botox is a real medicine but it creates fake faces.

The latest concern is the creation of fake advertising for fake medicines using the image of real celebrities but without their permission. A number of well-respected people, mainly media or sporting identities, have found that they are “promoting” products that they have not and would not use.

How did this come about? This is perhaps the lesson of modern society with the increasing cult of celebrity power and the declining acceptance of science as fact. We need to move back from the fake world to a real, scientifically-based one.

Find a real doctor and trust him/her with your life. It’s the only sensible choice.

DENNIS FITZGERALD Melbourne, Australia