“It really implies risk when there is none.” That’s how geneticist and farmer Kevin Folta summarizes the fatal flaw behind three of today’s most prominent health marketing fads: Non-GMO project labels, hormone-free meat claims, and “detox” programs. These campaigns mislead consumers by leveraging fear and misinformation, exploiting public distrust in modern food systems to promote products as healthier or safer without any meaningful evidence.

Labels from the Non-GMO Project imply that genetically engineered crops are inherently harmful when they aren’t. The Project’s marketing capitalizes on consumer confusion, ignoring that genetic modification is an unavoidable feature of all plant breeding methods—including those that produce products affixed with the Non-GMO Project butterfly. The result? Consumers pay inflated prices without receiving any tangible health benefits.

Similarly, “hormone-free” meat claims are misleading, because all meat contains naturally occurring hormones. The term typically refers to meat from animals not given synthetic hormones. But in poultry and pork, synthetic hormones are already banned in the U.S., making the label redundant. For beef, the FDA ensures hormone residues are negligible and safe. Studies confirm no health risks from approved hormone use in livestock. The label creates a false dichotomy, suggesting conventional meat is unsafe. It also ignores the fact that hormone supplementation reduces the environmental footprint of animal agriculture, allowing farmers to produce affordable, sustainable proteins that promote healthy eating.

Detox programs, often marketed as cleanses or diets to “flush toxins,” lack scientific credibility. The human body has evolved efficient detoxification systems—primarily the liver, kidneys, and digestive tract—that eliminate harmful substances naturally. No quality studies support the need for detox diets or supplements. Claims of removing vague “toxins” are unquantifiable and often exploit wellness trends for profit.

These marketing strategies thrive on pseudoscience, misrepresenting complex processes to instill fear. Consumers seeking healthier choices are misled into paying premiums for products offering no proven benefits, diverting attention from evidence-based habits that actually promote better health.

Join Dr. Kevin Folta and Cam English on this episode of Facts and Fallacies as they discuss the flaws behind these popular but baseless marketing fads.

Kevin M. Folta is a professor, keynote speaker, and podcast host. Follow Professor Folta on X @kevinfolta

Cameron J. English is the director of bio-sciences at the American Council on Science and Health. Follow him on X @camjenglish