Tania Bubela from the University of Alberta, Canada, led a team of researchers who investigated 201 pharmaceutical and 352 herbal remedy newspaper articles, and studied the 48 pharmaceutical and 57 herbal remedy clinical trials that the stories referred to. For both complementary and mainstream medicine, stories under-reported risk and lacked any disclosure of trial funding or scientists' conflicts of interest. Bubela said, "There were significant errors of omission of basic information such as dose, sample size and methods for randomized clinical trials. In addition, there is an under-reporting of risks, especially in the context of herbal remedies".
The main theme of almost all articles on pharmaceutical clinical trials was the trial itself. This contrasted with articles on herbal remedy clinical trials where 63.6% focused on the trial and the other third focused on other issues such as the myriad uses for any particular herb. The main benefit cited in almost all articles was improved health or treatment options. The study found that the media is overly reliant on narratives from satisfied patients, researchers, clinicians and patient groups - without disclosing these people's financial ties to industry and conflicts of interest.
According to Bubela, "The study is not all bad news for the media. Slowly they are beginning to report on the welcome trend of evidence based clinical trials for complementary and alternative medicine (CAM), including herbal remedies. Unfortunately, the media still rely for their sources on high quality medical journals, which are more likely to report negative results about CAM and positive results about pharmaceuticals, The clinical trials in the study showed no difference in quality between herbal remedy and pharmaceutical trials, but CAM was still reported on more skeptically".
Healthcare receives significant media attention, and CAM is no exception. Given the continued public interest in the multi-billion dollar business of CAM, this media attention is hardly surprising. The researchers conclude, "Given this well established and expanding market, it is time for journalists and editors to experiment with improving content without necessarily sacrificing narrative themes such as human interest stories. A change for the better is unlikely to result in a reduced public appetite for health news - an appetite which is increasingly sophisticated and desirous of high quality information".