Americans are so accustomed to the federal government's oversight of prescription drugs, advertising practices, and food labels that they seem to have developed a false sense of security with respect to any health aid sold. When queried, the majority of Americans admit their understanding of just which products the government regulates, and how strictly regulations are enforced is hazy at best. Nonetheless, most are willing to believe that products labeled as "natural" or "organic" are safe simply because the manufacturer claims they are, or because the name somehow implies a level of safety that in reality is non-existent.

Presently, there are no legal definitions for words like "natural" and "organic" when applied to over-the-counter supplements. But it not just a lack of definitions that creates problems. When faced with a persuasive salesperson most consumers forget that many natural substances are potentially lethal (e.g., arsenic, lead and mercury).

Another common fallacy is the belief that dietary supplements made from herbal extracts supply only healthful substances. Most people don't realize even healthful foods contain thousands of chemicals, some of which may cause harm. When asked to comment on dietary carcinogens, Bruce Aims, Ph.D., professor emeritus, University of California-Berkeley, often points out that broccoli contains over 2000 chemicals - some that promote cancer, and others that appear to quell it. Likewise, coffee contains thousands of chemicals, but only caffeine has been well studied. In other words, the cancer causing or preventing potential of a food can't be decided on the basis of one or two of its known chemical components.

HOW TO SPOT HEALTH-FOOD & SUPPLEMENT FRAUD The FDA provides the following tips for spotting fraudulent health claims: The product is advertised as a cure-all. The promoters use words like "scientific breakthrough," "miraculous cure," "exclusive product," "ancient remedy," or "secret ingredient." The promoters claim legitimate scientists are trying to suppress information about the product. The ad includes undocumented case histories and amazing results. Test-tube or animal studies were used to prove the product works. The product is available only from one source and payment is required in advance of receipt. Finally, don't be fooled by a money-back guarantee-fly-by-night promoters won't be around to respond to your request for a refund.