Between a reef and a hard place: authorities crack down on coral calcium promoters - Special Report

American Fitness, Jan-Feb, 2004 by Leslie J. Farer

You've been bombarded with coral calcium advertisements on television and the Internet proclaiming it:

* cures cancer, multiple sclerosis and lupus

* alleviates chronic high blood pressure and heart disease

* treats fatigue gallstones and indigestion

* enhances health by alkalinizing the body's pH

* is a cure-all for 200 disorders and

Okinawans' longevity secret.

Sound too good to be true? Yes, according to the Federal Trade Commission (FTC). In fact, the FTC has filed a complaint against Robert Barefoot and his collaborators, the most aggressive and creative marketers of the product, and others. It is charging them with deceptive advertising and "making false and unsubstantiated claims about the product's health benefits."

The products under federal scrutiny include Coral Calcium Supreme (Barefoot's product) and a host of other supplements allegedly derived from marine coral beds off the coast of Okinawa, Japan. Marine organisms within a reef's framework manufacture a protective shell chemically equivalent to limestone, composed of calcium carbonate, magnesium and trace minerals. This coral material, with the exception of live organisms, is harvested, ground and put into capsules. Promoters claim Coral Calcium Supreme provides the same amount of "bioavailable" calcium as two gallons of milk and is 100 percent absorbable in 20 minutes.

The Facts

Calcium intake is important for regulating nerve and muscle function, building strong bones and may help prevent colon cancer, kidney stones, periodontal disease and high blood pressure. However, as a spokesman for the Council for Responsible Nutrition says, "It's not the ingredients, it's the claims that are completely off the wall." It's impossible for one supplement to treat or cure the 200 diseases listed in coral calcium advertisements.

Let's examine the other claims. The pH balance of body fluids is very carefully controlled. Some health experts believe the typical American diet, consisting of processed foods, soft drinks and refined carbohydrates, creates an acidic environment which leaches calcium and magnesium from bones in an attempt to equalize pH balance. However, according to Dr. Andrew Weil, coral calcium does not influence the body's pH and "the notion that you can enhance health by making the body more alkaline has no scientific basis."

Also, Okinawans' longevity (many are centenarians) is more likely due to their healthy lifestyle than consumption of "alkaline" water containing coral calcium. Their diets consist of copious servings of vegetables, fruits, grains, soy products, green tea and fish and they have a high level of physical activity and social connections. Furthermore, the assertion that Coral Calcium Supreme provides the same amount of bioavailable calcium as two gallons of milk is impossible. Two gallons of milk (at 300 milligrams of calcium per eight ounces of milk) contain the equivalent of almost 10 grams of calcium! One would have to take 83 Coral Calcium Supreme capsules to consume that much calcium. Likewise, the statement that coral calcium is 100 percent absorbed in 20 minutes is incorrect for two reasons: first, calcium carbonate (i.e., coral calcium's main component) is not totally absorbed and second, its assimilation occurs in the small intestine, requiring hours, not minutes.

Legal Actions

The FTC and Food and Drug Administration (FDA) have taken actions to eliminate false advertising and unsubstantiated claims in the dietary supplement industry. According to Howard Beales, the FTC's director of the bureau of consumer protection, "The FTC will take aggressive enforcement action, particularly when ... products are marketed as cures for serious diseases. Marketers who step over the line will find themselves between a rock and a hard place." In addition, both the FDA and FTC have sent warning letters to Web-site advertisers, ordering them to remove claims not supported by scientific evidence. The FTC has requested a temporary restraining order to freeze the defendants' assets and possibly reimburse consumers.

Calcium Supplementation Costs

Retailing between $15 and $23 for 90 capsules, coral calcium is one of the most expensive calcium supplements on the market. Furthermore, the suggested Coral Calcium Supreme dose (i.e., three capsules) is misleading--it provides only 360 milligrams of calcium, about one third of the average daily requirement of 1,000 milligrams (refer to sidebar for specific requirements based on age and gender). On the other hand, 100 500-milligram calcium carbonate tablets or capsules derived from oyster shells may be purchased for between $4 and $7. Calcium carbonate should be taken with food to provide sufficient stomach acid for absorption. Although calcium carbonate is quite affordable, it is not as well absorbed or tolerated as other choices, including calcium citrate and calcium glycinate. These are slightly more expensive and may be taken without food. For example, 100 calcium citrate tablets cost between $5 and $8.

If you choose the tablet form, you can test the product's dissolution by placing a tablet in a glass of white vinegar and swirling occasionally. If the tablet does not dissolve within 30 minutes, it probably will not dissolve in your stomach. Also, many calcium supplements have been found to contain lead--look for a label indicating the product is lead-free.