{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,6]],"date-time":"2026-10-06T21:49:32Z","timestamp":1791323372886,"version":"4.3.1"},"reference-count":29,"publisher":"The Royal Society","issue":"10","license":[{"start":{"date-parts":[[2024,10,1]],"date-time":"2024-10-01T00:00:00Z","timestamp":1727740800000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"},{"start":{"date-parts":[[2024,10,1]],"date-time":"2024-10-01T00:00:00Z","timestamp":1727740800000},"content-version":"tdm","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"wePlanet"}],"content-domain":{"domain":["royalsocietypublishing.org"],"crossmark-restriction":true},"short-container-title":["R. Soc. Open Sci."],"published-print":{"date-parts":[[2024,10]]},"abstract":"<jats:p>Complementary healthcare in the United Kingdom is subject to voluntary, publicly funded regulation. Many such practices include pseudoscience. There are concerns that regulated practitioners make misleading health claims. This study used an artificial intelligence (AI) tool to measure the prevalence of such claims. Websites operated by practitioners of pseudoscientific complementary and alternative medicine, registered with the Complementary and Natural Healthcare Council, were downloaded and assessed by the AI, which determined whether a website was relevant to the investigation and, if so, identified health-related claims that it judged as false or misleading, supplying a rationale. Of 6096 registrants, 1326 met the selection criteria, of which 872 clinics had 725 relevant and operational websites. The AI assessed text from 11 771 web pages, identifying false or misleading claims in 704 (97%) of the websites. The AI\u2019s performance was quality-assured by four human assessors, who manually reviewed 23 relevant web pages. Humans identified on average 39.5 claims likely to be judged false or misleading by advertising regulators, the AI identified 36. Humans misidentified an average of 4.8 claims, AI misidentified two. Most practitioners of pseudoscientific therapies registered with the Complementary and Natural Healthcare Council make misleading health claims online. AI could support regulator efficiency.<\/jats:p>","DOI":"10.1098\/rsos.240698","type":"journal-article","created":{"date-parts":[[2024,10,2]],"date-time":"2024-10-02T03:20:01Z","timestamp":1727839201000},"update-policy":"https:\/\/doi.org\/10.1098\/crossmark-policy","source":"Crossref","is-referenced-by-count":6,"title":["Using artificial intelligence (AI) to assess the prevalence of false or misleading health-related claims"],"prefix":"10.1098","volume":"11","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-9815-9543","authenticated-orcid":true,"given":"Les","family":"Rose","sequence":"first","affiliation":[{"name":"Clinical Research Consultant, Retired , Salisbury, UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8064-652X","authenticated-orcid":true,"given":"Susan","family":"Bewley","sequence":"additional","affiliation":[{"name":"Emeritus Professor (honorary), Obstetrics &amp; Women\u2019s Health, Kings College London, c\/o 10th floor St Thomas\u2019 Hospital, Westminster Bridge Road , London SE1 7EH, UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-3555-8023","authenticated-orcid":true,"given":"Mandy","family":"Payne","sequence":"additional","affiliation":[{"name":"Medical Editor (freelance), Pembroke Dock, Pembrokeshire , Wales, UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4263-017X","authenticated-orcid":true,"given":"David","family":"Colquhoun","sequence":"additional","affiliation":[{"name":"Emeritus Professor, Pharmacology, University College London, Gower Street , London WC1E 6BT, UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4263-017X","authenticated-orcid":true,"given":"Simon","family":"Perry","sequence":"additional","affiliation":[{"name":"Independent Information Scientist, Oadby , Leicestershire, UK"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"175","published-online":{"date-parts":[[2024,10,2]]},"reference":[{"key":"e_1_3_8_2_2","unstructured":"Merriam-Webster dictionary . Definition \u2018pseudoscience\u2019. See https:\/\/www.merriam-webster.com\/dictionary\/pseudoscience (accessed 2 November 2023)."},{"key":"e_1_3_8_3_2","doi-asserted-by":"publisher","DOI":"10.1213\/ANE.0b013e31828f2d5e"},{"key":"e_1_3_8_4_2","volume-title":"Science and technology \u2013 sixth report","author":"House of Lords","year":"2000","unstructured":"House of Lords . 2000 Features of an effective regulatory system. In Science and technology \u2013 sixth report. London: House of Lords Science and Technology Committee Publications. See https:\/\/publications.parliament.uk\/pa\/ld199900\/ldselect\/ldsctech\/123\/12307.htm#a29."},{"key":"e_1_3_8_5_2","doi-asserted-by":"publisher","DOI":"10.1093\/oso\/9780198259718.001.0001"},{"key":"e_1_3_8_6_2","unstructured":"Professional Standards Authority for Health and Social Care. See https:\/\/www.professionalstandards.org.uk\/ (accessed 17 November 2023)."},{"key":"e_1_3_8_7_2","unstructured":"General Chiropractic Council . What we do. See https:\/\/www.gcc-uk.org\/about-us\/what-we-do (accessed 17 November 2023)."},{"key":"e_1_3_8_8_2","unstructured":"Chiropractors Act . 1994 London UK: HMSO. See https:\/\/www.legislation.gov.uk\/ukpga\/1994\/17 (accessed 17 November 2023)."},{"key":"e_1_3_8_9_2","unstructured":"General Osteopathic Council . See https:\/\/www.osteopathy.org.uk\/about-us\/ (accessed 17 November 2023)."},{"key":"e_1_3_8_10_2","unstructured":"Osteopaths Act . 1993 c. 21. London UK: HMSO. See https:\/\/www.legislation.gov.uk\/ukpga\/1993\/21 (accessed 17 November 2023)."},{"key":"e_1_3_8_11_2","unstructured":"Complementary & Natural Healthcare Council . Who we are. See https:\/\/www.cnhc.org.uk\/who-we-are (accessed 2 November 2023)."},{"key":"e_1_3_8_12_2","unstructured":"The Prince\u2019s Foundation for Integrated Health. Complementary therapists to be regulated by new complementary and natural healthcare council from April 2008. Archived press release. 7 January 2008. See https:\/\/web.archive.org\/web\/20080928145524\/http:\/\/www.fih.org.uk\/media_centre\/natural_healthcare.html (accessed 10 October 2023)."},{"key":"e_1_3_8_13_2","unstructured":"US Department of Health & Human Services . 2021 US National Center for Complementary and Integrative Health. Complementary alternative or integrative health: what\u2019s in a name? See https:\/\/www.nccih.nih.gov\/health\/complementary-alternative-or-integrative-health-whats-in-a-name (accessed 17 November 2023)."},{"key":"e_1_3_8_14_2","doi-asserted-by":"publisher","DOI":"10.1177\/136345930000400404"},{"key":"e_1_3_8_15_2","unstructured":"Professional Standards Authority . 2019 Our work with accredited registers. See https:\/\/www.professionalstandards.org.uk\/what-we-do\/accredited-registers (accessed 17 November 2023)."},{"key":"e_1_3_8_16_2","unstructured":"Public Health England: the wider public health workforce: a review. See https:\/\/assets.publishing.service.gov.uk\/media\/5c7fc87fe5274a3f89509d74\/The_wider_public_health_workforce.pdf (accessed 2 November 2023)."},{"key":"e_1_3_8_17_2","first-page":"22","volume-title":"Code of conduct, ethics and performance","author":"Complementary & Natural Healthcare Council","unstructured":"Complementary & Natural Healthcare Council . Advertising your work or practice. In Code of conduct, ethics and performance, p. 22. Bristol, UK: The Complementary and Natural Healthcare Council. See https:\/\/www.cnhc.org.uk\/uploads\/asset\/file\/35\/CodeofConductEthicsandPerformance.pdf."},{"key":"e_1_3_8_18_2","unstructured":"Advertising Standards Authority . See https:\/\/www.asa.org.uk\/codes-and-rulings\/advertising-codes\/non-broadcast-code.html (accessed 2 November 2023)."},{"key":"e_1_3_8_19_2","unstructured":"Professional Standards Authority for Health and Social Care . 2023 Decision on whether accreditation is in the public interest. Complementary and Natural Healthcare Council (CNHC). See https:\/\/www.professionalstandards.org.uk\/docs\/default-source\/accredited-registers\/panel-decisions\/complementary-and-natural-healthcare-council-decision-on-whether-accreditation-is-in-the-public-interest-february-2023.pdf (accessed 2 November 2023)."},{"key":"e_1_3_8_20_2","unstructured":"Advertising Standards Authority . 2023 AI-assisted collective ad regulation: the ASA\u2019s 2024-2028 strategy. See https:\/\/www.asa.org.uk\/static\/42c50098-a985-4e98-858769e7218933c9\/AI-assisted-collective-ad-regulation-ASA-Strategy-2024-2029.pdf (accessed 31 July 2024)."},{"key":"e_1_3_8_21_2","unstructured":"Advertising Standards Authority . 2024 Clearing the air: using AI to monitor sustainability claims. See https:\/\/www.asa.org.uk\/news\/clearing-the-air-using-ai-to-monitor-sustainability-claims.html (accessed 31 July 2024)."},{"key":"e_1_3_8_22_2","unstructured":"Professional Standards Authority for Health and Social Care . 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See https:\/\/osf.io\/gcsme."},{"key":"e_1_3_8_27_2","unstructured":"Rose L Bewley S Payne M Perry SA . 2024 Using artificial intelligence (AI) to assess the prevalence of false or misleading health-related claims made by practitioners of pseudoscientific therapies. (doi:10.17605\/OSF.IO\/Q95SA). claimsreport_10.17605OSF.IOQ95SA.pdf. See https:\/\/osf.io\/hnuqs."},{"key":"e_1_3_8_28_2","unstructured":"Rose L . 2020 Infantile chiropractic. See https:\/\/majikthyse.wordpress.com\/2020\/07\/28\/infantile-chiropractic\/ (accessed 9 April 2024)."},{"key":"e_1_3_8_29_2","unstructured":"perrys519 . 2024 Perrys519\/shysterwatch: alpha release (v0.1.1). Zenodo. (https:\/\/zenodo.org\/records\/13254965)"},{"key":"e_1_3_8_30_2","unstructured":"Rose L Bewley S Payne M Perry SA . 2024 Using Artificial Intelligence (AI) to Assess the Prevalence of False or Misleading Health-Related Claims Made by Practitioners of Pseudoscientific Therapies. (doi:10.17605\/OSF.IO\/Q95SA). 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