Advertisers too often make extraordinary claims about their product without providing any proof. They may point to “research” from a questionable group. Or, they may have testimonials (anecdotes) from celebrities or sports figures claiming how the product helped them become stronger/more beautiful/smarter. Don’t believe any if. If an advertiser can’t provide evidence of their claims is because their product most likely does not work.
The only research you should believe are controlled studies where the controlled group receives a placebo (something that has no effect, but the person doesn’t know if they got the real substance or a fake one). This research should be peer reviewed which is where other scientists expert in the area will review the study’s methodology and results. And finally, the research should be published in a legitimate research publication and not by some unknown laboratory working in Russia.
When my twin sister was first diagnosed with ovarian cancer, I spent a lot of time looking for a cure to save her life. I was really disappointed to learn that one of the “miracle cancer drugs”, Avastin, was not a cure - studies showed that it only extended life by about 3 months, but at a tremendous cost. As our search for a cure became more desperate, people were suggesting miracle supplements and treatments they claimed were suppressed by evil Pharma. However, none of them could show any research supporting their claims. If they had found a miracle cure, contrary to popular belief, it would have been researched extensively.
Another trick advertisers use is to create a brand around a proven, generic active ingredient. We’ve all seen the celebrities promoting Proactiv and their claims are supported by research. However, the active ingredients they use, like benzoyl peroxide and salicylic acid, are available in most legitimate (and more often lower priced) products. Ignore the brand and focus on the efficacy of the active ingredients - does the active ingredient been proven to be effective?