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[The health food product Noni--does marketing harmonize with the current status of research?].

BACKGROUND
Norwegian cancer patients frequently use Noni. The objective of this study was to find out whether the way noni is marketed in Norway and the health claims made about the product harmonize with current scientific knowledge of its benefits/adverse effects.


MATERIAL AND METHODS
An overview of medical research on noni was obtained from three databases. Web sites for private persons and for companies that sell noni in Norway were examined. Books, pamphlets etc. from a company specializing in selling information material about noni, were also examined.


RESULTS
48 scientific articles were included in the study, but none of these were clinical studies of humans. Several pharmacological effects of noni have been shown in vitro and in animal models (e.g., increased survival for animals with cancer). Information material describes noni as a health-promoting product that patients with most diseases will benefit from. Noni is to a great extent sold by multi-level marketing, but is also commonly sold by health food stores.


INTERPRETATION
There is no scientific basis for claiming that patients will benefit from using noni for any diseases. The way this product is sold has several worrying aspects.