"People who choose to eat more fish are more likely to eat heart healthier diets and engage in more physical activity, " and studies testing the benefit of supplements may not be able to completely adjust for differences like these, said Alice Lichtenstein, director of the cardiovascular nutrition lab at Tufts University in Boston.

NPR: Study: Fish Oil Doesn't Help Prevent Heart Attacks

If doctors aren't asking about sexuality and sexual activity, he said, then they miss the opportunity to recommend routine testing to young gay men.

CNN: Why youths aren't getting tested for HIV

"We've agreed a tougher inspection regime, we've asked hospitals and schools and prisons to check with their suppliers that they are testing their products... if there has been criminal activity then there should be the full intervention of the law, " he told MPs during Prime Minister's Questions.

BBC: Horsemeat scandal: UK welcomes EU-wide horsemeat tests

For those that are worth doing, but not worth measuring , they agree to hold marketing accountable for testing-and-learning on ways to show, even if partially, how that activity connects to economic value.

FORBES: Demonstrating the Value of Marketing