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Researching CAM: our Herculean task

Abstract CAM researchers are in the position of having people outside the academic world take a great interest in their work and results. In this paper, I give an account of what I observe as our strengths and our extended relevance: to other researchers and research areas, to democratic processes and policy-makers, to parents and other adults, and to children. In this lies the need to tackle research dissemination challenges in a field where layman experiences and perceptions, especially related to media risk and harm, are plentiful. It also entails vigilance if and when children become the useful excuse when attempting to restrict the central democratic values of free speech, access to information and privacy, or more prosaically, when pursuing financial gain.