That's how Sarpes Beverages can make claims that its DreamWater helps you sleep (it also contains a warning for pregnant women), and how Nestle can claim its Glowelle protects against sun damage based on a tiny 56-patient study.

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Professor Isabelle Szmigin, from the University of Birmingham, who also worked on the study, said many young people were aware that drinking too much could damage their health.

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In a study on confidence and accuracy, Lewis Goldberg asked experienced neurologists and their administrative assistants to diagnose brain damage among patients as being organic or non-organic damage using a standard protocol in the field.

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Ms Palmer's research builds on findings of a recent study that showed landowner partnerships over large areas were the best way to deter deer damage.

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