Full-page ads promoting free dinner seminars addressing the topic of “Non-surgical, drug-free approach to relief from Peripheral [sic] Neuropathy [sic]” appeared last year on at least nine Sundays in the main news section of the print edition of The Los Angeles Times. The seminars were scheduled at various restaurants in Orange County, Los Angeles County, and Inland Empire.
The Los Angeles Times claims a Sunday circulation of 962,192 and a readership of two million for the Sunday main news section. The cost of full-page ads in the main section of Sundays varies, but I was given a quote of $32,500 by an advertising consultant for the paper.
The ads included on their upper left, in small print, the words “HEALTH TODAY” and on the same line—though perhaps less noticeably—at the far right of the page the word “ADVERTISEMENT.” In a much larger font was the headline:
Do You Suffer from One Of These Seven Symptoms Of This Often Misdiagnosed Problem?
It was followed by this subtitle:
Tens of Millions Suffer And Often Don’t Know Where to Turn
The ads indicated that discussion at the seminars would include:
- What REALLY causes Peripheral [sic] Neuropathy [sic]
- Three crippling effects of Neuropathy [sic]
- Dangers associated with medications
- The Straw Protocol, which utilizes proprietary treatment methods and provides outstanding results for people who suffer from Neuropathy
Since I have a master’s and doctoral degree in health education and since I’m a professor in a department of public health with an undergraduate curriculum that includes substantial attention to health education, I participate in the email discussion group of HEDIR, the Health Education Directory. On August 16th, I received a message to the discussion group from the American Association for Health Education inviting participants to complete an online survey from the Joint Committee on Health Education and Promotion Terminology with results to be analyzed at the Committee’s meeting in September 2011.
The survey items include various terms used by health educators, the currently approved terminology, and three choices followed by a type-in box:
- This term should remain as defined
- This term should remain in the report but modified in definition
- This term is no longer commonly used in health education/health promotion literature
If modify, please provide the suggested wording and reference for that definition if you are citing it from a specific source.
For one of the terms, my preferred response would have be have been a fourth choice that was not offered: The term is commonly used in health education/health promotion and elsewhere, but it should not be used because its use only serves to distort our thought processes and promote quackery.
Here is the term along with the definition presented in the survey:
Complementary and Alternative Health Practices: These practices generally include natural substances, physical manipulations, and self-care modalities. These approaches often incorporate aspects of interventions derived from traditional practices. The approach in Western societies has been to select specific approaches from these systems and apply them to health maintenance, health enhancement, or disease management. Such approaches can be used to compliment[sic] conventional allopathic care (complementary therapy), or as an alternative to conventional approaches (alternative therapy). Many of these complementary and alternative approaches have not been validated through experiential research, but those that have, such as acupuncture for pain, are being integrated into conventional health practices (integrative medicine).
And here are my objections to the term and to the definition given: