That's the view of Blackmores Institute director Lesley Braun, who spoke to us shortly after delivering a keynote address at the Natural Health Products New Zealand Summit in Nelson.
"Three key themes keep coming up in the media about our industry," she said.
"We see frequent news and views saying there is no good evidence for complementary medicines, and that if people eat a healthy diet, they don't need supplements. And then we see a lot of pieces around safety issues, any time the media thinks there is a potential whiff of a story, they jump on it."
However, in our video, Dr Braun picks apart each of these assumptions and underlines why it is crucial for the industry to do more to educate the mainstream media, as well as consumers.
Take a look at the video to find out more.
Dr Braun will be speaking at our Healthy Ageing APAC Summit 2018 that will assess how the food and nutrition industry can meet the needs of APAC's rapidly-ageing populations of today and tomorrow. The event, to be held in Singapore on 12 and 13 June, will bring together policymakers, academics and industry experts from the likes of Nestlé, Blackmores, Swisse and Japanese engay food pioneers Nutri co. Find out more here.