In Slate, Daniel Engber talks about how easy it is for British junk science journalism to get republished in the United States:
More damning was the story’s overseas origin. The five-second study arrived in the American press by way of the Daily Mail, which explained in its own coverage that the work had been funded by a manufacturer of cleaning products, and then advised readers to replace their mop heads every three months so as to “minimize risk” from dangerous bacteria. When I contacted Manchester Metropolitan University for more details, I learned that the “researchers” and “scientists” described in media reports amounted to one person — a lab tech named Kathy Lees, who did not respond to my inquiries.
Let’s not single out the Mancunians, though: Industry-funded science fluff litters the whole of the British Isles. Also in the past few weeks, the U.K. press fawned over a comely chip-shop girl from Kent who was found by a national television network to possess a scientifically validated, perfect face, while the British version of HuffPo reported on a mathematical formula for the “perfect sandwich” — produced by a University of Warwick physicist in collaboration with a major bread manufacturer. Spurious mathematical formulae concocted at the behest of PR firms compose their own journalism beat in England: In recent years, we’ve seen the perfect boiled egg, the perfect day, the perfect breasts, and many more examples of scientists getting paid to turn life into algebra. As a naive magazine intern, I once took an assignment to write up one of these characteristically English equations — a means of calculating the perfect horror movie, in that case. The team of mathematicians behind the research turned out to be a couple of recent grads from King’s College London, who’d watched some movies and gotten drunk on vodka on behalf of Sky Broadcasting. “We only spent a couple of hours doing it,” one of them told me, “and didn’t put all that much thought into whether it works or how accurate it is.”
I love the use of the sure-to-be-useful-frequently term “labvertisements” for this sort of science-flavoured PR spam.
