Companies marketing useless health products to women using feminist wellbeing messages

Marketing around women’s health treatments is often problematic in failing to spell out limitations, an analysis says. Photograph: PhotoAlto/Alamy

Corporations are co-opting feminist messages around women’s wellbeing to promote useless health tests and treatments, an analysis by Australian researchers has found.

Published in the British Medical Journal on Thursday, the paper describes how these marketing messages echo those historically used to promote harmful products like tobacco and alcohol to women.