A lot of people made the same bad joke on Twitter when Senator John McCain seemed confused during former FBI Director James Comeys senate testimony last week. Get John McCain some Prevagen! The joke makes no sense unless you know what Prevagen iswhich you probably don't, unless you frequently watch one of the major news networks. It's a nootropic dietary supplement, aka a smart drug, mostly marketed to baby boomers on TV as a memory enhancer . "Prevagen is a dietary supplement that has been clinically shown to help with mild memory problems associated with aging," its marketing materials say.
The thing is, though, theres no evidence the drug works.
In January of this year, the New York State Attorney General sued the makers of Prevagen for false advertising claims, since theres no evidence its jellyfish-based formula can help improve memory as it claims. We sent letters to at least five major networks who were airing these ads," says Bonnie Patton, director of the consumer watchdog group Truth in Advertising. "And guess what? Prevagen ads are still airing.
Prevagen is hardly alone. Though it's targeting the 59-and-older set who watch cable news, Prevagen is just one of many nootropics on the market, each aimed at a different kind of audience. There's Brain Dust, made by spiritual hippie foodie guru Amanda Chantal Bacon , which targets the Gwyneth Paltrow-admiring Goop set. There's Qualia, made by a group called Neurohacker Collective, that appears targeted at professionals and emphasizes its scientific approach, and Nootrobox, which offers a whole cocktail of different brain enhancers and a complete guide to biohackingto name just three. As baby boomers hit the age that memory normally starts to fade, and as Silicon Valley pours money into the biohacking fad, the market for chemical cognitive enhancers like these is booming.
And while demand for such miracle pills is high, the laws about supplement advertising are incredibly lax. If I were looking for opportunities to make a lot of money while deceiving people, I think going into the brain supplement business would be real high on my list, says Pieter Cohen of Harvard Medical School, a leading expert in the efficacy and risks of dietary supplements. You can make a lot of money, do something entirely legal, and youre good to go.
Like sports or dietary supplements, these brain supplements are not regulated by the FDA. Almost no research has been done into their exact formulations. And theres no real oversight of how much of any given ingredient they contain. The potential for deception plagues the supplement industry as a whole, thanks to a 1994 law that classified supplements as food rather than medication. According to a study from 2015, dietary supplements lead to at least 23,000 emergency room visits a year in the US.
The regulatory framework is all set up for this. You can advertise pills as if they support or improve brain function even if you dont have one bit of research in humans to demonstrate thats true, Cohen says. The law is pretty much clear: You can say pretty much anything short of saying this is a cure for Alzheimer's .
None of this is to say that users don't think these drugs help them out. The chemicals in these formulations may not have proven cognitive effects, but their presentation clearly is doing something to customers' brains.
As demand for cognitive enhancers increases, VC money is flooding the market. The supplement industry as a whole brings in $30 million a year, according to Cohen, and Silicon Valley appears to want to get in on itVC firm Andreesen Horrowitz, for instance, invested $2 million in Nootrobox. All that money could fund researchbut more immediately, it buys a slick website, which can do a lot to sell the promise of a brain boost.
Go to Qualias website, and youll see a neatly organized list of its ingredients, which range from neuro-vitamins to adaptogenic compounds to amino acids. This medicalese lends the pills an air of credibility, as do the links to scientific studies about each ingredient. Really, though, its an over-the-counter supplement that theyve thrown everything in the kitchen sink at, says Kimberly Urban, a scientist at the Childrens Hospital of Philadelphia, who has studied brain-enhancing medicines.
Also on the list of ingredients in most of these? Caffeine. Part of the reason caffeine is so often found in dietary supplementsweight loss, cognitive, or otherwiseis because you feel it. And when you feel it, you think its working. The same reason that caffeine in weight loss drugs makes you feel that its doing something: It wires you up, says Urban. Many supplements dont contain enough of any of their given molecules to actually produce an effect, so they rely entirely on the placebo effect to work.
David Ferry
The New War on (Overpriced) Drugs
Cynthia McKelvey
The Neuroscientist Who's Building a Better Memory for Humans
Nick Stockton
When Is It Worth Worrying About Dementia?
The overlap with diet pills is what most worries Cohen about the trend of memory supplements. He and his research team have long studied the illegal inclusion of amphetamines or methamphetamines in diet pills. (You thought caffeine made you feel sped up?) Though he hasn't tested nootropics, he sees no reason to believe companies wont try to sneak the same tweaked amphetamines into them, compounds which are both incredibly addictive and very hard to test and find.
But even without illegal drugs snuck into the formulations, supplements can be dangerous on their own. Though they are ostensibly made with only natural ingredients, lots of natural things are deadlyand without oversight, you'll never know exactly how much of each compound you're getting. You should be especially careful if you are sensitive to caffeine or take other medications, since many of the natural ingredients found in supplements can interact with prescription medications. (Did you know that St. Johns Wort can render oral contraceptives less effective? Me neither! But if you are taking the pill, thats something youd want to bear in mind before taking Qualia.)
Most of these nootropics also contain amino acids and plant extracts. Some of these things may be beneficial to the brain, say Cohen and Urban. Urban points to one nootropic listed in Qualia, phosphatidylserine, as something preliminary research has shown interesting results on. On Qualias website, under a section of the FAQ headlined Is Qualia a scam or snake oil? the company writes this:
Qualia is not a scam. We have a non-proprietary formulationwe publish exactly whats in our product, with the exact amounts. We publish links to the research that support their safety and efficacy, which includes Phase II & III university and clinical trials, strong quantified self research data, and over 40+ years international research on nootropic stack formulation.
But most of those studies are basic research into individual compounds done in animals or with animal cells in petri dishes. The leap from there to this specific formulation is helpful to the human brain is huge. (WIRED reached out to Neurohacker Collective for comment but didn't hear back before publication.) Neuroscientists are only beginning to understand how memory even functions in the human brain, let alone how a specific compound might affect it. This is not about science," says NYU professor of nutrition Marion Nestle. "Its about wishful thinking."
Wishing to be smarter, better, more productive is natural. Unfortunately, even as most things in 2017 are available at the click of a button, maintaining brain health is still complicated. Doctors recommend you get a good night's sleep, limit your caffeine and alcohol consumption, exercise regularly, and keep your brain stimulated. None of that's as easy as popping a pill, but hey, at least it works.
See the original post here:
Don't Fall for the 'Memory' Pills Targeting Baby Boomers - WIRED
- Curious About Brain Optimization? Thesis Nootropics May Be Your In - The Edge - April 20th, 2024 [April 20th, 2024]
- Do nootropics and prebiotics actually do anything? Here's what the experts say - New York Post - April 20th, 2024 [April 20th, 2024]
- This coffee is amazing rave fans of London Nootropics Zen blend now 15% off... - The Sun - April 20th, 2024 [April 20th, 2024]
- What science reveals about adaptogens, probiotics, nootropics and CBD in rising functional drink trends - The Northlines - April 20th, 2024 [April 20th, 2024]
- A Forty-Something's Guide to the Best Brain Boosting Nootropics - Psychedelic Spotlight - October 29th, 2023 [October 29th, 2023]
- Unlocking brain health: The nootropic revolution - Smartbrief - October 29th, 2023 [October 29th, 2023]
- Customer Review: How I Dropped Two Pants Sizes With Inno Supps ... - Muscle & Fitness - October 29th, 2023 [October 29th, 2023]
- One research firm thinks Mississippi is a lot smarter than everyone ... - Darkhorse Press - October 29th, 2023 [October 29th, 2023]
- Assistance from AI: Virginian students struggle the most in the U.S. ... - Augusta Free Press - October 29th, 2023 [October 29th, 2023]
- Building better cognitive health supplements with smart formulations - Natural Products Insider - May 18th, 2023 [May 18th, 2023]
- Podiatry Treatment Market: Forthcoming Developments and ... - Cottonwood Holladay Journal - May 18th, 2023 [May 18th, 2023]
- That movie where Russell Crowe plays an exorcist might have ... - PC Gamer - May 18th, 2023 [May 18th, 2023]
- We tried the new soft drink called 'g-spot' by Gillian Anderson - Metro.co.uk - May 18th, 2023 [May 18th, 2023]
- Brain Health Supplements Market New Pathways for Research and Innovation are Being Opened by Trends ,Growth 20 - openPR - May 18th, 2023 [May 18th, 2023]
- Aussie nootropics start-up, Yootropics, eyes opportunities in healthy ... - NutraIngredients-Asia - May 2nd, 2023 [May 2nd, 2023]
- Nootropics Market Opportunities, Share, Growth and Competitive Analysis and Forecast 2029 - openPR - May 2nd, 2023 [May 2nd, 2023]
- SmartProtein Rebrands As Nutriv With Expanded Vision On ... - Digital Journal - May 2nd, 2023 [May 2nd, 2023]
- The Industry-Loved Supplement That Can Boost Brain Power - SheerLuxe - May 2nd, 2023 [May 2nd, 2023]
- Filler Bite Reaches 100% Funding Goal in Less Than 2 Days on ... - Digital Journal - May 2nd, 2023 [May 2nd, 2023]
- Social Shrooms Have Inspired The Next Wave Of Sober Curiosity - mindbodygreen - May 2nd, 2023 [May 2nd, 2023]
- The 12 Best Nootropics 2022: Top Smart Drugs and Brain Supplements - February 5th, 2023 [February 5th, 2023]
- The 10 Best Nootropic Supplements to Boost Brain Power - Healthline - February 5th, 2023 [February 5th, 2023]
- 8 Natural Nootropics To Improve Intelligence, Memory, And... - Biostrap - December 28th, 2022 [December 28th, 2022]
- London Nootropics adaptogenic coffee has all the perks without the crash - The Independent - October 19th, 2022 [October 19th, 2022]
- Keeping Your Brain In Shape Is Equally Important And Here's How To Do It - Seen in the City - October 19th, 2022 [October 19th, 2022]
- The keto diet and mental health: how closely should the food industry watch this trend? - FoodNavigator.com - October 19th, 2022 [October 19th, 2022]
- Nootropics revolution - patentability in the UK and EU - Lexology - October 13th, 2022 [October 13th, 2022]
- 'Sober' drinks are popular: Why? Are they a good alcohol alternative? - USA TODAY - October 13th, 2022 [October 13th, 2022]
- Almost Half Of US Adults Face Stress - This Company Believes Its Wearable Tech Is The Answer - Benzinga - October 13th, 2022 [October 13th, 2022]
- Focus On Functional Foods: 22 October | Feature Synopsis - The Grocer - September 22nd, 2022 [September 22nd, 2022]
- Nootropics That Actually Might Work, Say Experts Eat This Not That - Eat This, Not That - September 11th, 2022 [September 11th, 2022]
- The Nootropic Supplement This Former Gymnast Swears By For All-Day Energy - mindbodygreen - August 15th, 2022 [August 15th, 2022]
- Best Weight Loss Pills That Actually Work - Outlook India - August 2nd, 2022 [August 2nd, 2022]
- NooCube Reviews: Does It Work? - The Daily World - July 29th, 2022 [July 29th, 2022]
- Global Nootropics Market Report 2022: Market is Expected to Grow to $6.61 Billion in 2026 at a CAGR of 13 - Benzinga - July 29th, 2022 [July 29th, 2022]
- This Week's New Beverages: Black Adam-Themed Energy Drinks, Non-Alcoholic Aperitivos and Psychedelic Microdoses - BevNET.com - July 29th, 2022 [July 29th, 2022]
- The Terminal List season 1, episode 5 recap "Disruption" - Ready Steady Cut - July 4th, 2022 [July 4th, 2022]
- Improve Your Performance and Neurogenesis With These Five Easy Tips - Sporteluxe - July 4th, 2022 [July 4th, 2022]
- Supporting Brain Health with Foods, Beverages, and Supplements - WholeFoods Magazine - July 4th, 2022 [July 4th, 2022]
- Kin Euphorics Expands With a Mood-Boosting Ros, and Other News - Surface Magazine - May 21st, 2022 [May 21st, 2022]
- Alkalife pH Booster Drops Rated #1 for the Second Year in a Row - Digital Journal - May 11th, 2022 [May 11th, 2022]
- Reality goes beyond fiction. This cryptocurrency can change the future of businesses - Yahoo Finance UK - May 11th, 2022 [May 11th, 2022]
- Nootropics Market by Manufacturers, Types, Regions and Application Research Report Forecast to 2028 Queen Anne and Mangolia News - Queen Anne and... - May 7th, 2022 [May 7th, 2022]
- More than human: What is biohacking? - Daily Maverick - May 7th, 2022 [May 7th, 2022]
- Healthy Extracts First Major Brand Influencer Launches New Line of Natural Health and Fitness Formulations on WhitneyJohns.com - Yahoo Finance - May 7th, 2022 [May 7th, 2022]
- Best Brain Supplements, Nootropics and Memory Pills - NDTV - April 9th, 2022 [April 9th, 2022]
- These New Drinks Are Taking Over Your Grocery Store's Alcohol Aisle Eat This Not That - Eat This, Not That - April 9th, 2022 [April 9th, 2022]
- Best Nootropics - Buy the Top Brain Booster Nootropic Supplements - Okanogan Valley Gazette Tribune - March 13th, 2022 [March 13th, 2022]
- 4 Best Nootropics in 2022: Top 4 Brain Supplements and Smart Drugs - The Hindu - March 8th, 2022 [March 8th, 2022]
- HOP WTR Leans Into the Positive Power of "No" With "Up To No Good" Campaign - BevNET.com - March 8th, 2022 [March 8th, 2022]
- In the Aisle: Non-alcoholic beverages go beyond zero proof - New Hope Network - March 8th, 2022 [March 8th, 2022]
- Smart Pill Technologies Market 2022 Size, Share, Growth, Trends, COVID-19 Impact Analysis, and Forecasts to 2028 - Digital Journal - February 21st, 2022 [February 21st, 2022]
- Read This Before You Buy Nootropics. What are the Best Nootropics? Thesis Customized Nootropics Review: The Most Effective Brain Supplements. -... - February 11th, 2022 [February 11th, 2022]
- Here's Why the Jonas Brothers Invested in a Vegan Snack Company - VegOut Magazine - February 11th, 2022 [February 11th, 2022]
- Global Connected Healthcare Market Growing Demand, Future Trends, Competitive Regions and Forecast 2021 to 2027 The Grundy Register - The Grundy... - February 9th, 2022 [February 9th, 2022]
- Sometimes you feel like a nut: almonds in the mood food movement - FoodNavigator-USA.com - February 9th, 2022 [February 9th, 2022]
- Global Nootropics Market Is Set To Reach $5959 Million By 2024 | Exclusive Report by Esticast Research The Grundy Register - The Grundy Register - February 7th, 2022 [February 7th, 2022]
- Hop Wtr Heads Into 2022 With Zest: Introducing Lime - Brewbound.com - February 7th, 2022 [February 7th, 2022]
- Brain health: how to age-proof your brain and stay sharp - Get The Gloss - February 7th, 2022 [February 7th, 2022]
- Best Nootropics (2022) Review Top-Rated Nootropic Supplements - Kirkland Reporter - January 30th, 2022 [January 30th, 2022]
- You Wont Believe What Bella Hadid Just Revealed About Her DrinkingWere So Surprised! - SheFinds - January 30th, 2022 [January 30th, 2022]
- Beverages With Benefits: Do They Really Work? OR Are Beauty Drinks Too Good to Be True? - The New York Times - January 21st, 2022 [January 21st, 2022]
- 3 Key Supplement and Wellness Trends to Watch in 2022 - Green Entrepreneur - January 21st, 2022 [January 21st, 2022]
- Global Smart Drugs Market 2021 Valuable Growth Prospects and Upcoming Trends till 2027 Discovery Sports Media - Discovery Sports Media - January 21st, 2022 [January 21st, 2022]
- How To Clear Your Frazzled Brain and Regain Your Focus - Intelligent Living - January 21st, 2022 [January 21st, 2022]
- LifeVantage to Announce Second Quarter Fiscal Year 2022 Results on February 1, 2022 - Stockhouse - January 21st, 2022 [January 21st, 2022]
- The Different Types Of Supplements And Their Main Benefits - Toys Matrix - January 17th, 2022 [January 17th, 2022]
- This Energy Drink Uses Nootropics To Give Your Brain The Boost It Needs - TMZ - January 9th, 2022 [January 9th, 2022]
- Keep yourself healthy this winter with up to 30% off supplements from Amazon - SFGate - January 9th, 2022 [January 9th, 2022]
- Methylene Blue Nootropics Expert - December 7th, 2021 [December 7th, 2021]
- Can Mushrooms Help in Managing Alzheimer's Disease? Here's What we Know - India.com - December 7th, 2021 [December 7th, 2021]
- These 3 Trends Will Impact the Future of Snacking - NACS Online - December 7th, 2021 [December 7th, 2021]
- Drinking To The Future: Heres How Bella Hadid And Jen Batchelor Are Leading The Age Of Sober Curiosity With Kin Euphorics - Forbes - December 7th, 2021 [December 7th, 2021]
- Nootropics Expert | The Authority on Nootropic Supplements - December 3rd, 2021 [December 3rd, 2021]
- IFF Health Advances in Brain Health Innovation with New Research that Demonstrates Benefits on Cognitive Performance - PR Web - December 3rd, 2021 [December 3rd, 2021]
- Mondelez executive expects three issues to impact snacks category - Food Business News - December 3rd, 2021 [December 3rd, 2021]
- The Complete Introduction To Nootropics, From Beginner To ... - November 28th, 2021 [November 28th, 2021]
- Buy Piracetam Powder | Nootropics Depot - November 28th, 2021 [November 28th, 2021]
- RTD beverages broaden appeal with functional ingredients - Natural Products INSIDER - November 19th, 2021 [November 19th, 2021]
- Buy Piracetam Capsules 800mg | Nootropics Depot - November 15th, 2021 [November 15th, 2021]