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“The more things change, the more they stay the same”: A study of nutrition supplementation advertising in the 20th century Rima D. Apple, Ph.D. University of WisconsinMadison Growth in Vitamin Supplement Sales –United States 1931 - $12-million Today – more than $17.7 billion Opposition to Vitamin Supplementation Opponents of vitamin advertising U.S. Food and Drug Administration U.S. Federal Trade Commission American Medical Association Opposition to Vitamin Supplementation Claims against vitamin advertising False Hopes Waste of Money Dangerous Over-arching Themes of Vitamin Advertisements BEAUTY INSURANCE Early Beauty Advertising Through pharmacists Through print media Vita-Ray Advertisement – Good Housekeeping, 1931 Supporters of Vitamin-D Products Manufacturers Good Housekeeping Bureau Denouncers of Vitamin-D Products U.S. Federal Trade Commission U.S. Food and Drug Administration American Medical Association Vitamin-D Controversy in the Popular Media “Beauty for the Asking” 1939-RKO film Starring Lucille Ball Vitamins Plus Advertisement- 1938 “Wake up and enjoy life.” Avoid Avitaminosis Early Insurance Claims Problem of maintaining a wellbalanced diet Problem of foods deficient in vitamins Miles One-A-Day Vitamins Dispute with Food and Drug Administration Proposed “You will not get the greatest benefits from ‘ONE-A-DAY’ tablets unless you take them regularly.” Miles One-A-Day- Vitamins Dispute with the Food and Drug Administration Resolution “Why not place the bottle on the breakfast table as a pleasant reminder to make taking a tablet every day a part of your daily routine?” Miles One-A-Day Advertisement, 1941 Recent Claims “At some point, while researchers work on figuring out where the truth lies, it just makes sense to say that potential benefit [of vitamin supplementation] outweighs the cost.” (Time, 31 Dec. 2001/7 Jan. 2002, 158 (28): 150.) Recent Claims “The choice to use a dietary supplement can be a wise decision that provides health benefits.” (FDA Consumer, March-April 2002, 36 (2): 17-21.
