Goop, which has been routinely criticized for promoting a potentially harmful alternative Health Products : the new year began, recommending a product used to inject coffee where the sun does not shine.
As part of a general feature called "2018 Detox Guide", the website promotes Implant-O- for $ 135. Rama, a device used to give a coffee enema at home, as a means to "overload" his detoxification. "
But the concept of detoxification – the idea of eliminating toxins from the body through a diet or special procedure – has been widely dismissed as pseudoscience.
"There is no convincing evidence that detoxification or cleansing programs actually remove toxins from your body or improve your health," the National Institutes of Health said on its website. He added that colon cleansing procedures or enemas, a common method of detoxification, "can have side effects, some of which can be serious."
An enema is a medical procedure in which a liquid or gas is injected into the colon through the rectum, usually with the intention of stimulating a bowel movement. In recent years, the community of alternative medicine has adopted DIY enemas, including those who use coffee as a stimulant.
Goop recommended the implant-O-Rama "for those who know what they are doing". The main website stated that coffee enemas "can mean relief from depression, confusion, general nervous tension, many allergy-related symptoms and, most importantly, intense pain relief." But he also admitted that this "is not necessarily based on scientific evidence from any source."
The reaction against the suggestion, and the detoxification guide as a whole, was rapid.
"I understand that you sell the pseudoscience for profit through" Goop, a person tweeted to Paltrow. "Many upper-middle class women are buying your way to fake science."
The Harvard Medical School called detoxification a "dubious practice" on its website in 2008. "Like fasting," he said, "colonic cleanliness carries a risk of dehydration, electrolyte imbalance, impaired function intestinal and alteration of intestinal flora. "
Edzard Ernst, professor of complementary medicine at the University of Exeter, called the concept of detoxification both a" scandal "and a" criminal exploitation of the gullible man "in a 2014 interview with The Guardian. Ernst said that the body naturally eliminates toxins from the body. "There is no known way, certainly not through detoxification treatments, to make something that works perfectly in a healthy body work better," he said.
In particular, enemas as a means of detoxification have been discouraged for almost a century.
The practice of flushing the colon has existed since at least the 1800s. The basic idea is that fecal matter accumulates in the colon and leads to autointoxication, which is "an ancient theory based on the belief that the products of intestinal waste can poison the body and are a major contributor to many diseases, if not all. " according to a report in the Journal of Clinical Gastroenterology. The clean colon, in theory, eliminates that harmful fecal matter.
But in 1919, the American Medical Association condemned the practice, which quickly fell out of favor, according to an article published in the Journal of Family Practice.
In recent years, colon cleansing, which the Journal of Clinical Gastroenterology called "not only useless but potentially dangerous," has experienced a resurgence. "… Ignorance celebrates a triumph over science," said the magazine.
The National Cancer Institute warns that "too many enemas of any kind can cause changes in normal blood chemistry, chemicals that occur naturally in the body and keep the muscles, heart, and other organs functioning properly."
Some experts warn specifically against the use of coffee as a stimulant in an enema, which indicates a lack of research on its possible effects.
"Reports of three deaths that may be related to coffee have been published enemas," said the National Cancer Institute, although he did not say that the coffee itself was responsible. The procedure also possibly caused a rectal burn in a 47-year-old woman, according to a 2014 report in the journal Endoscopy. In another case, detailed in the American Journal of Gastroenterology, a 60-year-old woman underwent a coffee enema and then suffered severe inflammation of the colon. It is not clear if the coffee caused the inflammation, but the report stated: "The coffee enema has no proven benefits and carries a considerable risk of causing unwanted complications."
"Colon cleansing can sometimes be harmful," says the Mayo Clinic on its website. "In fact, coffee enemas sometimes used in colon cleansing have been linked to several deaths."
Goop, which Paltrow founded in a newsletter in 2008, is no stranger to the promotion of questionable health products. The consumer advocacy group Truth in Advertising cataloged more than 50 instances in which the website made "claims, either expressly or implicitly, about its products … it can treat, cure, prevent, alleviate symptoms or reduce the risk of developing a series of ailments, ranging from depression, anxiety and insomnia, to infertility, uterine prolapse and arthritis, to name a few. "  Among these products are the $ 66 jade eggs intended to be inserted into the vagina to "help cultivate sexual energy" and "increase orgasm" and the $ 38 "curative powder" line, which pretend Do everything from increasing sexual pleasure to elevating the intellect.
Although the company has been criticized over and over again for its health claims, it seems to be thriving. His income tripled between 2015 and 2016, according to the New York Times, and he recently joined Condé Nast to create a print magazine.
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