Watchdog group blasts Gwyneth Paltrow's Goop for 'deceptive' health claims

Goop is back the spotlight this week, with an advertising watchdog group blasting actress GwynethPaltrow'slifestyle company for making "unsubstantiated, and therefore deceptive, death and disease-treatment claims."

In an open letter published earlier this week,consumer watchdog group Truth in Advertising called on California consumer protection regulators to launch an investigation into the company's marketing claims "and take appropriate enforcement action."

The letter comes after the group conducted an investigation into the popular lifestyle site's marketing,with staffers reportingfinding more than 50 instancesin which the company claims or suggests its products can treat a variety of ailments, from crystals for female reproductive issues to stickers that "promote healing."

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Goop regularly draws criticism for promoting questionable or controversial "alternativehealth" products. Earlier this year, U.S.-based CanadiangynecologistJenniferGunterblasted the company for a product called jade eggs, while another product (wellness stickers) claimed to comprisematerials used by NASA was soundly debunked. The recurring criticism is part of Canadian TimothyCaulfield's bestselling celebrity health culture critique Is Gwyneth PaltrowWrong About Everything?

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In a statement to media outlets, a Goop spokesperson said the company is "receptive to feedback" and that it "responded promptly and in good faith to the initial outreach from representatives of TinA.... Unfortunately, they provided limited information and made threats under arbitrary deadlines which were not reasonable under the circumstances."

The statement also described the watchdog group's portrayal as "misleadingand their claims unsubstantiated and unfounded."

Oscar-winning actressPaltrow, who serves as CEO of Goop, founded the company in 2008 as a newsletter for friends, featuring favourite recipes, shops and travel recommendations.