The problem with these phrases is that they exist in a kind of gray area—they’re not outright lies, but they’re also not particularly transparent. When you see one of these eight terms printed on a product’s label, it's a good reminder to engage in some critical thinking about what it's actually telling you.
But that’s not actually what “FDA Approved” means at all. The phrase specifically means “the drug is determined to provide benefits that outweigh its known and potential risks for the intended population.” It has absolutely nothing to do with quality, and it doesn’t even mean it’s low-risk—just that the benefits outweigh the risks. That’s useful information, but in marketing, the phrase is used as an indicator that you’re getting a superior product that you can trust to be safe, when all it really means is that it works, and the downsides are (probably) worth it.
Genuine leather
If you watch Shark Tank, you probably have a high opinion of the patent process, and assume that if a product is patented—and shouts that information everywhere in its advertising—it must be innovative and unique. You’d better buy this version, is the implication, because no one else can replicate its patented magic.
Maximum strength
The “it goes to 11” of marketing copy. This phrase always looks convincing— it's usually written in all caps at the top of the label to let you know that the product is not messing around, and that it is the most product you can buy.
Every now and then, someone falls for the classic “dihydrogen monoxide (DHMO)” prank, agreeing that a dangerous chemical like DHMO should be banned after hearing about all the potential hazards it causes, like death if accidentally inhaled. DHMO is, of course, water (H2O)—dangerous under the right conditions, but also necessary for life. The point being, many chemicals are all-natural, technically speaking, and there’s no clear guidance from the FDA on what the term means. Most products are processed to such a degree that it’s impossible to determine what “natural” even could mean, so labeling something as “all-natural” doesn’t mean much.
Doctor-approved
Similarly, the phrase “clinically proven” can be deceptive because the clinical studies being referenced are often paid for by the manufacturer itself. While that doesn’t necessarily mean these studies are fake, it does call into question how objective the study and its designers were, and whether any independent bodies corroborate its findings.
Recyclable
If you’re worried about the future of the planet, you might be seeking out products that lower your carbon footprint. Seeing that a product’s packaging is recyclable makes you feel better about using it, because you know that when you toss it away you’re not adding to a landfill.
Except, often, you are. Companies sometimes use materials in their packaging that are technically recyclable, but practically not recyclable. In other words, the specific plastic or other material can be recycled, but aspects of the packaging itself—shape, size, and the stuff it contains—mean that it will be separated out and tossed into a landfill regardless. And sometimes the specific material used isn’t recycled universally—for example, HDPE plastic can be recycled, but not all recycling facilities accept it.
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