Ad Alert

BX Protocol

Vaguely defined treatment touts incredible health claims.

A reader recently pointed to this YouTube video introducing viewers to something called the BX Protocol. The video peddles a plethora of incredible health claims, primarily through the use of firsthand testimonials (or at least what we’re led to believe are firsthand testimonials).

We hear from a woman bedridden for four and a half years with rheumatoid arthritis and Lyme disease who claims she can walk again thanks to the BX Protocol and from a patient with “multiple diagnoses” whose daily 80-pill regimen is now a thing of the past because of the treatment. And we hear from a Stage 4 lung cancer patient who “went from hospice with weeks to live to preparing for a half marathon,” and who says his own doctor credits the BX Protocol with a remarkable turnaround in which tumors are “dissolving and disappearing.”

But such glowing testimonials should always be taken with a grain, er, a truckload, of salt, especially considering that the video (which found featured prominently on the BX Protocol YouTube channel) is less than forthcoming about what the BX Protocol actually entails. Is it a supplement, a procedure, an exercise regimen, what? The video says it’s “the medicine of the future” that “restores cell function.” OK, but do you take it with a glass of water or does it require going under the knife?

The BX Protocol website offers some help in this regard, though it took some digging. Under a regulatory disclosures section, it states that the BX Protocol “may include as many as 60 different components, including conventional therapies and third party supplements or products.” One of those components noted under the same section is a membership program in which enrollees are required to sign a three-page affidavit acknowledging that they have been informed that, among other things, the BX Protocol is “NOT considered scientific by the FDA” and “should not in any way be used as a substitute for approved medical treatments.”

Maybe that’s enough to think twice about this purported cure-all.

Find more of our coverage on miracle health claims here.

Our Ad Alerts are not just about false and deceptive marketing issues, but may also be about ads that, although not necessarily deceptive, should be viewed with caution. Ad Alerts can also be about single issues and may not include a comprehensive list of all marketing issues relating to the brand discussed.

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