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Marketing empowerment: how corporations co-opt feminist narratives to promote non-evidence based health interventions

Promotion of non-evidence based tests and treatments using empowerment messages risks women being overdiagnosed and overtreated, argue Tessa Copp and colleagues Commercial organisations have an extraordinary influence on population health through how they engage with and shape social movements to market their products.1 Corporations have historically exploited health agendas by prioritising messaging about female autonomy to encourage women’s consumption of unhealthy commodities, such as tobacco and alcohol.2 This phenomenon has now expanded across women’s health. Feminist narratives of increasing women’s autonomy and empowerment regarding their healthcare, which first arose through early women’s health movements,34 are now increasingly adopted by commercial entities to market new interventions (technologies, tests, treatments) that lack robust evidence or ignore the evidence that is available. Increased awareness and advocacy in women’s health are vital to overcome sex inequalities in healthcare, including the need for improved resources for under-researched conditions and to reverse historical biases that prevent optimal treatments for women. However, promoting healthcare interventions that are not supported by evidence, or while concealing or downplaying evidence, increases the risk of harm to women through inappropriate medicalisation, overdiagnosis, and overtreatment. Importantly, the problem is not with the use of health technologies, tests, and treatments per se, as many women benefit greatly and gain improved quality of life from them. The problem lies in the way commercial marketing and advocacy efforts push such interventions to a much larger group of women than is likely to benefit without being explicit about their limitations (box 1). In addition, commercial use of feminist narratives to promote interventions gives the impression health and sex equality are commodities that can be bought (by those who can afford it), without acknowledging the social structures and other intersecting causes of disadvantage. We discuss two current examples, the anti-müllerian hormone (AMH) test …

Complex Intervention to Promote Human Papillomavirus (HPV) Vaccine Uptake in School Settings: A Cluster-Randomized Trial

"Changes to school-based vaccination requires consideration of the organisational model and multiple levels of influence." In Australia, adolescents are primarily vaccinated against the human papillomavirus (HPV) on designated "vaccination days" on school grounds after obtaining parental or guardian consent.

How to tell if a wellness social media post is a fake

Do you need a biocharger? What about a vaginal egg? Among all the wellness fakery on social media, here’s how to tell fact from fiction.

How to tell if a wellness social media post is a fake

Do you need a biocharger? What about a vaginal egg? Among all the wellness fakery on social media, here’s how to tell fact from fiction.

'Catastrophic' decision to defund healthcare advice organisation leaves Australians at risk, say experts | Health

The public will be left more susceptible to medical misinformation and harm, doctors and academics say

Misinformation was rife in Whatsapp groups in Nayana's community, so she made her own

Misinformation was rife in Whatsapp groups in Nayana's community, so she made her own

Misinformation was rife in Whatsapp groups in Nayana's community, so she made her own

Australia COVID: Why Australia needs a supercharged vaccine rollout to avoid snap lockdowns into 2022

If Australia’s vaccine rollout doesn’t catch up to other countries, border reopenings will be delayed and the risk of snap lockdowns will continue for all of 2022.

From grannies flipping the bird to free beer, the creative approaches to promoting Covid vaccines

Given the increasing vaccine hesitancy, it’s crucial public awareness campaigns address community concerns. But Kirsten McCaffery, director of the Sydney Health Literacy Lab at the University of Sydney’s School of Public Health, told the ABC, it is “very unclear to date what the $24m spent on the vaccination communication campaign by the government has produced”. There is one government Covid-19 vaccine ad. Heavy on information, low on creativity, the ad is less than inspiring, especially when compared with the efforts of other countries. Perhaps Australia could draw some inspiration from these countries that have enlisted some of their most valuable resources, from free beer to celebrities, in their mission to counter vaccine hesitancy.