So-called alternative medicine (SCAM*) is largely useless; very few SCAMs demonstrably generate more good than harm. Yet, SCAM is popular and has grown into a huge business. Spending on SCAM in Australia (2016) was estimated to be AUS$3.9bn, in the UK (2008) 4.5bn, and in the US (2012) US $30.2bn. Why is something that is expensive and useless nevertheless popular? One answer is that consumers are constantly being misled about SCAM. Consequently,...