The Hemel Hempstead Based Firm Of Vitalia Are To Start Marketing A Tablet Which They Claim Is A New Cure For The Common Cold

A new remedy might ease cold symptoms, but how convincing is the evidence?

Anglia TV news story about Zincold 23 “sugar free” tablets which are being marketed as a cure or remedy for cold symptoms by Vitalia, a company based in Hemel Hempstead, Hertfordshire. The presenter Owen Spencer-Thomas begins with claims from the product marketing over shots of a jar of tablets and a close-up of statements on the label about zinc and vitamin C. A man is shown taking tablets from a bathroom cabinet and dosing himself. The “minty” flavoured tablets are claimed to stop the cold bugs multiplying in the mouth area and can stop a cold within a few hours. Street scenes on a cold snowy day including a woman lifting a baby from a buggy to board a bus. The reporter mentions that clinical trials of zinc in the USA suggest its effectiveness against colds. A spokesman from the Common Cold Researcher Unit in Salisbury has said the treatment has possibilities but more in depth trials are needed. Dr Mike Smith, medical journalist and broadcaster, is asked how substantial is the research on the benefits of zinc as a cold treatment. He replies that has only seen one piece of research and would like to see it repeated, so he is a little sceptical as yet. Asked whether the common cold will ever be cured he welcomes any attempt to find a remedy and mentions the current treatments – aspirin, staying in bed, watery drinks, keeping away from people and the occasional tot of whisky. After the broadcast clip, a few additional words are muted. This short video was made to be shown in a news story on Anglia Television early evening news / magazine programme About Anglia.

Keywords

Medicines; Remedies; Zinc; Common Cold; Advertising; Marketing

Additional Description

Zincold is no longer marketed, and the pros and cons of taking zinc continue to be debated. Dr Mike Smith became a familiar presenter on medical matters on BBC Radio 2 and in “Women’s Own” magazine, and produced series of popular medical guides including “Dr Mike Smith's Handbook of Over-the-counter Medicines” https://www.bmj.com/content/349/bmj.g6721