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Probiotic Claims Hit Regulatory Wall, But Media Gives An Advertising Lift

This article was originally published in The Tan Sheet

Executive Summary

Burgeoning research reaches consumers with information that probiotics help with conditions from irritable bowel syndrome to colds, eczema, constipation and diarrhea. “People absorb that information and then they show up and they buy bugs in a bottle,” says health care marketing consultant Kim Wagner.

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