The Proliferation of Deception in Health, Nutrition,
and Promises of Quick Returns
In my previous blog, “Honest Marketing or Hot Air? Why Only Proven USPs Truly Strengthen Brands,” I already discussed educating consumers to be alert and to recognize misleading claims in advertising and marketing.
In this follow-up, I want to take it a step further. While traditional media still had some level of control and accountability, the online landscape has evolved into an opaque playing field. Exaggerated promises, half-truths, and even dangerous claims about nutrition, medicine, investing, and services circulate daily through newsfeeds, advertisements, and so-called expert videos.
Why It Gets Worse Online
Online communication is more fleeting than ever. Ads, social media, and influencer campaigns prioritize speed, visibility, and clicks. The focus is on immediate persuasion rather than substantiation. Publishers don’t have to wait for editorial review or external oversight. As a result, the line between information and deception is increasingly blurred.
Consumers are bombarded with content that looks professional but often lacks solid evidence. A supplement that “naturally boosts immunity,” a crypto platform promising “proven returns,” a car lease advertised as “always cheaper,” or a marketer guaranteeing that their method will get you “to number one on Google within a week” all sound plausible, yet evidence to back these claims is rarely available.
From Nutrition to Financial Advice: One Pattern of False Certainty
Research shows that many dietary supplements and health products are promoted online with unauthorized claims. A large number of online stores list benefits that cannot be scientifically substantiated. The same pattern appears in other sectors.Financial platforms use vague terms like “safe returns” or “guaranteed growth” while risks are barely mentioned.
Car leasing companies advertise “fixed low monthly payments” but omit the actual total cost or the unrealistically low mileage the price is based on. Ironically, even online marketing agencies themselves employ misleading tactics: promising wonders with SEO, quick rankings, or guaranteed conversions, despite the fact that algorithms are unpredictable and constantly changing.
It’s all part of the same culture of promise over proof a world where words carry more
weight than facts, and speed seems more important than integrity.
The Risk for Brands and Consumers
Online deception is far from harmless. In the domains of health and nutrition, it can even be directly dangerous. Products with false health claims may prevent consumers from seeking medical treatment or cause harm through incorrect dosages.
In financial and commercial sectors, it leads to a loss of trust. An investor misled by overly optimistic promises may not only abandon a single platform but also distrust the entire industry. Likewise, consumers discovering that their “advantageous lease contract” is full of hidden costs, or businesses realizing that their marketing budget went into thin air, experience disillusionment. Ultimately, the entire market loses credibility.
Lessons to Be Learned
The only sustainable strategy, online as elsewhere, is one based on evidence, transparency, and accountability:
Verify the basis of every claim before publishing it.
Be honest about limitations, conditions, and uncertainties.
Avoid words like “guaranteed,” “proven,” or “safe” if you cannot substantiate them.
Think in terms of relationships rather than results. Trust is not a KPI but the foundation of any long-term strategy.
Continue educating—not just consumers, but also your own teams. Marketing integrity starts with awareness.
Conclusion
The internet has democratized communication but has also multiplied deception. The fleeting nature of online media ensures that half-truths spread faster than corrections can keep up. That is why it is more important than ever for brands, agencies, and professionals to take responsibility for what they publish.
Marketing may entice, but it must never distort.
“Only brands that dare to be honest will survive in an era where transparency is no longer optional it is expected”
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