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And there is much debate about the health benefits of vitamin supplements, organic food and alternative medicines, let alone different forms of spirituality.
ECONOMIST: Health consumerism
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"People are reaping protective benefits from vitamin E simply by taking a multivitamin, " said neurologist and study author Dr. Richard Benson of CPMC.
CNN: Vitamin E may reduce risk of stroke
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Certain dietary supplements such as vitamin D and fish oil have proven benefits, but others like bitter orange and vitamin B5 lack evidence.
CNN: Half of Americans use supplements
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As new studies continue to showcase vitamin D's potential benefits, more scientists are calling for increased recommendations.
CNN: Vitamin D is hot! Here's how to get it
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However, the IOM said it wasn't clear there were other health benefits linked to vitamin D and warned people from consuming too much.
WSJ: Swedish Study Links Multiple Sclerosis to Vitamin D Levels
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Higher prices for fresh fruits and vegetables, the demand for which is elastic, reduces consumption, so consumers get less of the antioxidant, vitamin and high-fiber benefits that these products afford.
FORBES: Commentary
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But the result is still surprising, because other recent studies, some of them even larger, have concluded that vitamin supplements do not provide any significant health benefits.
FORBES: Do Multivitamins Prevent Cancer?
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Vitamin supplements cost next to nothing and bring lifelong benefits.
ECONOMIST: Poverty and food
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John Neate, chief executive of The Prostate Cancer Charity, said it was not the first study looking at vitamin D in the disease but a consensus on the benefits had not been reached.
BBC: Vitamin D hope in prostate cancer
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And late last year, the Advertising Standards Authority also criticised the company's promotional style for the product, Glaceau Vitamin Water, saying it presented "misleading" claims about nutritional benefits.
BBC: Coca-Cola 'sickie' ad attacked by Lord Digby Jones
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Recent research has suggested that vitamin C, vitamin B-6 and vitamin B-12 don't deliver all of their purported health benefits.
WSJ: Vitamin D and Calcium Supplements May Not Stop Fractures