Gwyneth Paltrow's lifestyle brand "Goop" — which recommends things like healing stickers, vaginal steaming and vaginal weight-lifting — is now facing a pretty serious accusation of deceptive marketing.
Ad watchdog Truth in Advertising investigated more than 50 health products Goop recommended or sold on its website. These products include jade eggs for vaginal lifting — which claim to prevent uterine prolapse — and Body Vibes energy stickers — which claim to use NASA technology to treat tension and anxiety.
And ever since the company launched in 2008, Goop has been at the center of criticism, controversy and countless jokes.
This raises the question: Why would anyone believe Goop's health claims in the first place?
Public health experts say a growing distrust in traditional medicine and science leads people to adopt "celebrity pseudoscience" touted by people like Paltrow, Jenny McCarthy or Dr. Oz.
Truth in Advertising previously sent Goop a warning letter about its health claims. Goop reportedly only made "limited" changes to its marketing, which prompted the watchdog group to take its case to the California Food, Drug and Medical Device Task Force.